Trade Show InsightsNews, tips & tools to expand your knowledge of exhibiting

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Because I’ve participated in more trade shows than I can remember (since shortly after college when I was a brand-new entrepreneur), it’s tough to even recall my very first experience. But there are definitely some rookie mistakes that I remember from those early years!

Frequently exhibitors give excuses for why the methods I teach don’t apply to them: “We’re just a 10×10′ exhibit,” “We don’t have a lot of staff,” or “We only do local shows, not the big mega-shows in Chicago or Vegas.”

Well, the truth is that most basic techniques can be adapted to fit any situation. And I understand all of the above issues: I’ve been a single-person staff in a 10×10′ booth at a local expo. In fact, that’s how I got started in the trade show world!

So let’s break down what’s required for success in exhibiting:

Someone recently told me about this video featuring a company in South Korea who has created a supermarket in the subway. The key to the store’s success is their use of QR codes. In case you’re not familiar with them, they’re little bar code-like squares that are popping up everywhere from print ads to packaging to business cards. The way they work is that you snap a photo on your smart phone, which takes you to a link or some other kind of information embedded in the code. Although they’re not yet mainstream in the U.S., they’ve been popular in Asia for quite a few years already.

Whether or not you’re a fan of Lady Gaga, chances are you’ve heard about some of her wild and crazy antics. (Remember the meat dress?) But regardless of your feelings for her or her music, if you pay attention you can learn some great marketing lessons.

Lesson #1: No matter how big you are, act small.

In about three years, Lady Gaga went from a total unknown to having over 42 million Facebook fans and 13 million Twitter followers. But she still maintains a two-way dialogue and even engages fans in real-time by tweeting at her shows.

Have you ever spent any time birdwatching? It’s fun to see how birds behave and interact with one another. In fact, there’s a lot we can learn by watching them, including some very valuable lessons for your upcoming trade shows!

1. Birds know how to find food.

In order to survive, birds must learn where the food is most likely to be found and then hang out there.
Exhibitor Lesson:
Go to the shows whose audience best matches your target demographic.