Creating a theme for your trade show
Evergreen recently was asked by a client to provide something new and different for a trade show they were exhibiting at. As a distributor, we are always looking for the hottest and hippest product for our clients. Eventually, of course, the current trend becomes the global standard. It’s our job to figure out new ways to showcase our clients at their events, to come up not just with products, but also with creative concepts. When you are attending a trade show, the giveaways at your booth can be used to tie into an overall theme that blends creativity, usefulness, and excitement.
When creating a concept for a trade show, you have to think about several things.
- Corporate identity. What is the mission of your company? Is the general feeling of your company conservative, edgy, whimsical, relaxed, etc?
- Target audience. Who are you trying to reach? Is there a specific age or gender demographic? What have you done in the past that has been successful at reaching this group of people?
- Theme of the trade show. Is there a specific theme that the trade show will be following (e.g. construction, fashion, etc.) or is it a more general expo? Who are the prospective people that will be attending the show?
- Time of year. Is there a specific event going on at the time of the year that you can tie your trade show into? For example, is the holiday season approaching? Is it Staff Appreciation Week? Nurses Week?
Once you have answered these questions, then Evergreen can help you create a theme that will not only entice the attendees of the trade show but also present a cohesive vision of your company.
Case Study (taking a concept from start to finish)
Evergreen recently worked with a software company that wanted something that was fun and entertaining for the attendees of the show. The show was a general technology expo, attracting people from a variety of industries. Since there was no specific demographic, we needed to provide a general concept that keep generate interest and guarantee that our client would collect relevant information. Since we are entering hockey pre-season, we came up with the idea of staging a hockey competition with prizes. The idea behind the competition was that anyone who scored five consecutive goals was entered into a raffle. The first five names drawn received IPods. The second group of five names drawn received tickets to a hockey game. Anyone who managed to score five consecutive goals received a hockey jersey with the company logo on it. In keeping with the hockey theme, hockey pucks were the giveaway. Everyone who entered the competition had to provide their information to our client, thereby creating a robust list of prospects that could be used in direct mailings or e-mail blasts. Having people compete at hockey generated “buzz” at the show, increasing foot traffic. After the show, our client was extremely please, reporting that they had 35% more traffic than they had anticipated. The relaxed atmosphere helped them build solid repoire with the attendees, increasing the chances of securing a new client.
There are many elements to having a successful experience at a trade show. Contact Evergreen at 212-242-4438 and let us help you with your next event.
