I had the distinct pleasure to hang with a DMO Board this morning in Chicago...the day after many of them walked the floor at ASAE, often called the Super Bowl of Meetings and Conventions oriented Trade Shows. As one could imagine, this was the first time many have ever experienced such an event...and I asked what their primary takeaway was.
With as much one-upmanship technology and swag that is on display at the show, one shouldn't be surprised if the glitz was what turned heads. But it wasn't.
The first-timers came away pointing to the booths in which the destination representatives actively engaged in conversation with them. Yeah...pure old-time salespersonship (which, as Jack Carroll once wrote "is the absence of salesmanship - characterized by a quiet, relaxed, well-prepared salesperson who forgets every aspect of technique and just listens and reacts in real time").
Just people who love their town encouraging those passing by to consider a visit. Even from a 10x10 booth.
As one Board member opined, "I was surprised at how competitive it was out there on the floor...because any size budget can compete if they have the right personnel out front."
Refreshing.
I worked a co-op booth for Texas years ago and one of my colleagues brought her board chair, who wanted to understand exactly what her job entailed. From what I took from him in our initial meeting, he thought it was pretty easy. He worked the booth alongside us for two of the five days we were there. Needless to say, his opinion changed within hours, stating "this is hard work." Most people are not required to be "on" in their jobs but we are. Thanks for sharing.
Posted by: Diann Bayes | August 22, 2018 at 07:47
Trade show services include booth design, creation & shipping, logistics, publicity, and more. If your objectives don't include at least three of the goals that follow, then I recommend you reconsider your trade show strategy.
Posted by: David Schillo | September 19, 2018 at 07:14