Trade Shows: Make A Statement!

The objectives of participating in a trade show are brand awareness, lead generation, and relationship-building…and to MAKE A STATEMENT!

Don’t make the mistake of focusing only on lead generation if your company hasn’t even established strong brand awareness.

A client bought booth space at an industry conference. This client had not participated in a trade show for a few years and was very clear that they wanted to “make a statement”, yet we knew they didn’t have a huge budget for the project.

Before planning anything, we met with the people in charge of the conference to find out what was possible and to tap into their resources. By working with them, we were able to construct a booth for our client that literally dwarfed the competitor’s displays – and it was done for a lot less money than was expected.

On the day of the show, the competition stood behind their six-foot tables with run-of-the-mill portable walls behind them. Our client displayed in a 12-foot high industrial-looking workspace with a video that was rear-projected on glass welcoming guests at the entrance: STATEMENT MADE!

My advice to anyone charged with making a statement at a trade show is to start the planning process early and meet with the people in charge of the trade show as soon as possible.

To learn more about this topic and other social media marketing strategies, contact Mike Kneffel at 248-818-0007.

About the Author

Mike Kneffel is the founder of the 2XL Company, a full-service marketing company specializing in the legal industry. Mike began his marketing career at a global advertising agency where he provided strategic planning and direction for clients in the retail, service, and manufacturing industries. He leverages his experience and expertise in identifying and engaging prospects to help law firms and lawyers build their brands and create new streams of revenue.

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