An American perspective

 Or should it be 'Another American perspective' as we have pointed to our US compatriots before; perhaps because they talk more! As usual we have cherry-picked but you can view the full article here

"Making trade shows pay" is the title though we don't agree with everything he says, so if you do follow the link don't imagine we endorse his views.

By Michael McCord

business@seacoastonline.com

April 30, 2012 2:00 AM (When does he sleep?)

  

Trade shows are often a necessity for companies seeking to broaden their brand recognition. (Hmmm)

Whether they are nationally renowned annual shows or a local home and garden show, the value of trade shows can be far more substantial than the perks and free gifts collected at vendor booths or traveling to a popular destination site.

Calypso Communications in Portsmouth attends an annual trade show to promote its own business and advises clients on how to get the most bang for their buck at the events.

"It's hard to make a splash, especially at a large national show," said Sharon Delaney at Calypso. "It's easy to get lost in a sea of booths." The goal with a vendor booth, she explained, is to try not to "tell the entire story" about the company and its products but to "tease a conversation" from those who stop by with unique imagery, a multimedia presentation or a video. (while keeping it short!) "We are visual beings," Delaney said. "You want to get people to pause to ask 'What's going on over there?'"

"I go as a vendor," said Matt Silva, the sales and marketing manager for Ridgeview Construction, a green homebuilder . Ridgeview takes part in dozens of home shows and trade shows of all sizes . Silva said the return on investment is high and making personal contact with potential customers is invaluable.

"Face-to-face marketing is very important for a service-based organization like ours." Silva said. (and pretty much any other kind of organisation)

Austrian-based UNTHA America has major expansion plans in the American market. UNTHA will set up booths at three big trade shows this spring. Bernhard Mueggler, president and chief executive officer said the shows provide the perfect opportunity to showcase the company.

Delaney said while trade show success can't be guaranteed, some fundamental mistakes can be avoided. She said it's easy to feel and look bored while working at a booth for hours on end.

Some trade shows can be more memorable than others. In February 2010, Calypso had a booth at the annual Renewable Energy Technology Conference in Washington, D.C. The conference was curtailed when a snowstorm of historic proportions (headlines dubbed it "snowpocalypse") hit the region and shut down transportation and the federal government. "It was just bizarre lugging our luggage down Pennsylvania Avenue in the storm. It seemed like there was no one around except us," Delaney said. Conference organizers learned a valuable seasonal lesson as the conference was moved to an October date beginning that year.