Coming Soon To a Trade Show Near You

Posted on May 3, 2013 by Ken Newman

For those of you who would like to know what Magnet Productions is up to over the next month or so, we proudly bring you:

WHAT MAGNET PRODUCTIONS IS UP TO FOR THE NEXT MONTH OR SO

April 29th, I will be presenting at Health Connect.  This is a ‘Reverse Trade Show,’ wherein the attendees all go to one locale and each of the Exhibitors get 5 minutes to tell their story.  FIVE MINUTES.  This strikes me as a GREAT model for all trade show presentations.  Our client is Novarad and they have challenged me to do their five minute presentation in 60 seconds.  Quite a task.  But being a native New Yorker will give me a decided edge.

May 7 – May 9,  Magnet has a pretty full house at Interop 2013.

We are providing booth staff support for Network Instruments where Tim Noonan will be delivering a presentation and wowing the attendees with his magical skill.

We have also contracted Sara Konecky who will be assisting  Presenter/Magician Jon Petz for Dell Computer.  She has generously agreed to allow herself to be vivisected several times a day.

One of our top presenters, Andy Saks of Spark Presentations will be delivering three different presentations for Citrix, assisted by Kecia Cooper and Stasha Rice.  This is the fifth show that Andy has done for Citrix, a testament to the stellar job he’s been doing.

Finally, I will be presenting for our new client QualiSystems.  I will be using magic to highlight their offerings in Test Automation, Lab Management, and Hybrid Cloud Assessment.  There will be lots of good information, lots of giveaways, and lots of laughs.

Please stop by the Citrix, Dell, Network Instruments, or Qualisystems booth and say, “Hey … NEWMAN sent me.”

Hope to see you there ….

 

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Rethinking Trade Show Swag

Posted on March 20, 2013 by Ken Newman

I ran into a guy at an airport recently who was hauling two large company-branded shopping bags.  It was clear that he was on his way home from a trade show.

Well … it was made even clearer by the fact that he was still wearing his Attendee badge.

“Pretty good score, huh?”

“Yeah, lotta crap.  Not even sure why I’m bringing it home.  But hey, it was free, y’know?  “Kids’ll like it.  And the rest I’ll probably just dump.”

I found myself wondering about the hours of discussion, the meetings, the phone calls, the RFPs … the debate by the marketing team over what the “perfect” giveaway for this show would be.  And here was a bag full of the stuff on a fast track to the trash heap.

I think many of us agree that promotional giveaway items are an essential part of trade shows.  And I know from many years of  experience, that people will queue up for a branded t-shirt or a thumb drive or a flying-screaming aadvark as if their very lives depended on it.

I’m also willing to bet that many of these people get home, dump their suitcases on their beds and wonder,

“WHY THE HELL DID I WAIT IN LINE TO GET … THIS?!!”

Now, I don’t want to suggest that we do away with the swag.  But I think it IS worth considering the amount of trash we are creating in this industry.  AND the amount of work that is being outsourced to countries so that we can get that 8 gig flash drive in the shape of a nose for a unit price of fifty cents.

I don’t have an easy answer here, but I would like to open a dialogue on the subject.  Do we need this stuff?  Or are there alternative forms of messaging and branding that have a reasonable lifespan  (And not just a half life in a recycling center.)

Would love to hear your thoughts.


Posted in Going green at trade shows, Trade show giveaways, Trade show news & trends, Trade Show Tips, Uncategorized | Tagged , , , | 3 Comments

What Happens in Vegas … Surviving CES 2013 (or any show in Sin City)

Posted on January 5, 2013 by Ken Newman

With CES upon us, it’s worth remembering that Las Vegas can be a very unforgiving place.  These Ten Tips can help you return happy, healthy, and with your 401K intact.

10) Don’t be fooled. You’re in a desert.
With all the glitz, technology and marvels of architecture, it’s easy to forget where you really are … but your body won’t. It’s dry. Really dry, and your eyes and lips know it.  If you wear contact lenses, try to avoid wearing them all day and night, keep a Chap Stick with you at all times, and most importantly, hydrate! (I don’t mean the free drinks.) You need tons of water. Buy water when you land. Drink it before you even get to the hotel. You’ll never know how dehydrated you are until it hits you like a freight train. You’ll lose your voice, or maybe even consciousness! Hydrate.

9) Don’t go overboard.
There’s no sense telling you to avoid the nightlife. That’s part of the Vegas experience. But for your own good, practice moderation.  Consider this:  There are no clocks in casinos.  There are no windows.  And sometimes it seems like there are no doors either.  Why do you suppose that is? It’s simple:  THEY DON’T WANT YOU TO LEAVE … EVER.   More than once, I’ve heard friends exiting the trade show floor with the words, “I’m just going to play a little craps.  See you in the morning…”

Seven free drinks later it’s 3 a.m. and they’re rolling in the next day looking like an extra on “The Walking Dead.”

So give yourself permission to have a good time, but make sure you can easily work and function in the morning. Ultimately, you’re a company representative—with or without a hangover.

8 ) Don’t break the bank at dinner.
It’s oh-so-easy to spend $500-600 bucks at dinner at one of Las Vegas’ amazing celebrity restaurants. Just know: There are equally wonderful eateries just off the strip at a much more reasonable price. It may not be as “glamorous” as that rock star chef’s destination, but it’s great food at a fraction of the price. Yes, you’ll find world-class dining right outside your door, but if a $500 meal is beyond your per diem, take advantage of amazing affordable places just out of the way.

7) Don’t stay in one place.
There’s much more to the area than just casinos. With just a short drive in your rental, you’ll find beautiful locations and activities away from the excess of the strip. A simple Google search will set you up with a daylong itinerary, if you like.

6) Don’t leave your casual shoes at home.
Comfortable shoes are the key to a successful Vegas trip. At the bigger trade shows, it’s not uncommon to wait … and wait … and wait for shuttle buses or cabs. And if you have casual shoes, you also have the option to walk back to the hotel. It’s a great way to de-stress when you leave the exhibit hall.  This is a really crucial point:  At CES, or any Vegas show, you go from the din and electronics of the trade show floor to the din and electronics of the casino to the din and electronics of your hotel.  It’s never-ending.  Walking back to the hotel will create a modicum of space and time between chaotic destinations.  (Of course, you MAY have to take a detour around a pirate battle and an erupting volcano, but you get my point.)

5) Don’t exhaust your funds on high-priced entertainment.
We all want to see Blue Man Group.  Many of us want to check out the latest Cirque du Soleil offering.  You might even want to see if the Criss Angel show is as lame as everyone says it is.  It’s understandable that you’d want to check out some of the very special acts that call Vegas home. Just keep in mind that some of the best entertainers you’ve never heard of are also just minutes away. Talk to the locals. Find out who’s worth seeing. There are magicians and comedians and entertainers of all kinds who put on amazing shows for a lot less than the big names.

4) Don’t leave your food situation to chance.
It’s easy to come back from a trade show trip feeling physically “off” because of how badly or irregularly you’ve eaten. Rather than settle for trade show floor fare, bring your own! When you pass a place selling really nice Paninis, grab one and throw it in your bag. Then, just as importantly, try to find a soothing place to eat.   If weather permits, you might be able to sneak out a side door into a really pleasant, sunny environment and breathe real air!   Think of it!

3) Don’t allow your trip to be only about “excess.”
All around you are some of the finest health care and gym facilities anywhere. You don’t have to be a hardcore athlete; just bring some gym clothes, ride the bike and listen to your iPod. It’s a great way to create some balance before or after your time on the trade show floor.

2) Don’t believe what you read.
Vegas obviously offers things other than alcohol. You’re bound to end up with, shall we say, some very “compelling” promotional materials when walking around. Resist. What they’re selling is not what it seems … and even what it seems, probably isn’t legal!

1) Don’t forget to remove your badge when you leave the trade show floor. There’s nothing like having a long conversation with a very beautiful person only to realize that wonky nametag was there the whole time. No wonder they were smiling!

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What did I leave out?  I’m sure you’ve had some Vegas experiences in your day.  What did YOU do that you wish you hadn’t.  

I’ll post a follow-up with all of your ‘Things Not To Do.”  I’m sure we can all benefit from the mistakes and lessons-learned of our fellow trade show adventurers.


Posted in Uncategorized | 1 Comment

Singing In The Rain

Posted on November 1, 2012 by Ken Newman

I was in New Orleans recently and happened upon a crowd of people standing in the rain.  It wasn’t a downpour, but it was heavy enough to make you think about putting a newspaper over your head and making a run for it.

But these people weren’t doing that.

They were standing still.

Why?

Because they were listening to music.  They were listening to about a dozen young kids playing trumpet, trombone, flugelhorn, sax, drums, a plastic garbage pail … and singing …

… in the rain.

And the music they were making was glorious.  It was Dixieland on steroids.  They were playing with joy, with passion.  And the crowd, all of us, were right there with them.

The point here is simple enough.  No matter what you’re doing … no matter the venue …  no matter what your ‘instrument’ might be, play it for all you’re worth.

At your next trade show, when you start talking about your company’s latest product, innovation, solution, whatever … let your audience SEE that it matters to you.  Let them FEEL it.

PLAY IT LOUD and they will stop and pay attention.

Don’t … and they will just scurry by to get out of the rain ….

 

 

Posted in Booth staff, Trade show news & trends, Trade Show Tips, Uncategorized | 1 Comment

How To Scream “THANK YOU” (and why you should.)

Posted on September 3, 2012 by Ken Newman

If you’ve exhibited at enough trade shows, it’s safe to assume you’ve got your own, “Ahh, the show is over” ritual.

  • You add one more Exhibitor Badge to the ever-growing collection on your bathroom doorknob.
  • You peel off your incredibly flattering branded polo-shirt.  (And burn it.)
  • You mix a strong drink
  • You find a hot bath
  • You schedule a foot massage, pedicure, chiropractic adjustment, trip to an Ashram …

Whatever your post-show tradition may entail, I would like to humbly suggest that you add one thing to your list.

Scream, “THANK YOU.”

Let me explain:   At a recent high tech trade show, I asked my client what her goals were for the three and a half days looming ahead of us.  She handed me a long list of ‘deliverables.’  Among them was a rather ambitious lead count.   I looked at the number, looked at her, looked back at the number and said, “OK.  You got it.”  Several hours later, I was in the storage closet having a little confab with my team of four assistants.  These were my crowd-gatherers, booth hostesses, booth ambassadors, my front line …

… whatever you want to call them ….

… oh, and they were not my ‘booth babes.’  (I know, that’s a subject for another blog.)

I explained to my team that we had a pretty challenging goal and I wanted them to do their best to make the numbers.  They smiled at each other and looked at me in a way that said,

“Uh huh … you just WATCH.”

Three days later, they had blown away our goal by over a thousand leads, had kept the presentation area filled with attendees,  AND had moved a huge number of these people into the waiting arms of some very happy sales reps.

When I got back to my office (and before I engaged in any of my own rituals),  I posted a picture showing a rather impressive crowd at our booth on several of my Social Media sites.  There, I publicly thanked the four women who helped me score this big win for my client.  This ‘THANK YOU’ cost me nothing except a few minutes of my time, but I know it meant something to my team.  Why?  Because it was shouted.  It was a declaration to anyone within earshot, that they did an amazing job.  (And from the number of ‘likes’ and comments I saw, it definitely found some ears.)

Why don’t we do this all the time?  Why don’t we tell our staff people, our co-workers, our FRIENDS, the people who busted their butts for us; that we appreciate their efforts?   That we’re grateful.

Why don’t we scream, “THANK YOU” after the show is over?

Do we think, “Oh, my people were just doing their job.”?    Do we think, “Oh, they already know they’re appreciated.”?  Or do we just not think it’s worth it.

How about trying this?  After your next show, single out some of the people on your team who really went the extra mile, who really tore it up for you.  Do a shout out on Twitter, Facebook, on your company network, wherever you want.  But make sure a lot of people see it.

And then see how those people perform for you next time.  See what happens when you hand them an impossible goal  and they smile at you and say, “Uh huh.  You just WATCH.”

(By the way, here’s a shout out to my four miracle-workers: Manya Landers, Jennifer Speelman, Marie Jacobs, and Kecia Cooper King.  I couldn’t have done it without you.)

 

 

Posted in Booth staff, Trade Show Tips, Trade shows & social media, Uncategorized | Tagged , , , , , , | 2 Comments

A Tip For Exhibitors: Don’t Go To Your Next Trade Show

Posted on August 2, 2012 by Ken Newman

That’s right.  Don’t Go.

  • Don’t go if you’d rather be anywhere else.
  • Don’t go if you don’t like people.Please-don-t-go-je-CF-9F-CF-9Fis-groupies-E2-99-A0-24240494-480-360
  • Don’t go if you don’t like a LOT of people.
  • Don’t go if you can’t handle the idea that these people won’t want to talk to you.
  • Don’t go if you’re not passionate about your product, your service or your solutions.
  • Don’t go if you’re thinking of it as a break from ‘real work.’
  • Don’t go if you can’t STAND for eight hours at a time.
  • Don’t go if smiling all day makes your face hurt.
  • Don’t go if your favorite sound is that of your own voice.
  • Don’t go if you LOVE garlic and HATE breath mints.
  • Don’t go if your phone is surgically attached to your ear.
  • Don’t go if you’re not good at listening.
  • Don’t go if personal hygiene is something you rarely consider.
  • Don’t go if you HATE waiting in long lines … for damn near everything.
  • Don’t go if “partying till dawn” is your primary skill set.

In short, DON’T GO unless you’re willing to be an ambassador for your company … at all times.  Everything you do on a trade show floor, and I mean EVERYTHING, is a reflection on your organization and your brand.

Sometimes you’re doing yourself and everyone else a favor by staying home.

* Feel like adding to our “Don’t Go” list?  Be my guest.  I’m sure it’s far from complete …

Posted in Booth staff, Trade show news & trends, Trade Show Tips, Uncategorized | Tagged , , , , , , , , | 3 Comments

Did You Pack Your Trade Show Tool Kit?

Posted on July 19, 2012 by Ken Newman

Several years ago, at a trade show in Las Vegas, I was strolling the aisles during the setup/rehearsal day, and happened to pass a very large booth.  IN that large booth was an enormous theatre area with a small thrust stage,  about 80 seats, three pipes loaded with stage lighting, an impressive sound system, and a full complement of crew people wandering around looking … well, like crew people.

Although at this particular moment, this crew was in a panic.

Not being the type of person who can ignore drama, I asked one of the tech guys what was going on.

“Well,” he explained to me impatiently,

“The speaker up there is delivering a presentation and it’s being fed to her ear prompter by a disk player, and well, her receiver has a micro-stereo plug and we need a mini-stereo plug.  And there’s no place open to buy one, and well … we’re screwed.”

“Ah,” I said. “I think I can help.”

“Oh yeah, RIGHT.  I’ll bet!”   “What’d ya pack … a soldering iron??”

“No,” I said.  “I have a bag full of adapters.  And if you’re a little nicer to me, I might just let you have one.”

While he was sputtering away, I opened a small emergency kit I always carry and pulled out a ziplock bag full of adapters.  (I’m a bit of a geek that way.)  I found the one he needed and held it out to him.

“Oh my God.  That’s it.  That’s … that’s …  I can’t believe you HAVE one !”

“Yes I do,” I offered. “And for $500, it could be yours.”

I let him sweat for a second, then handed it to him with my business card and told him to get it back to me at the end of the show.  I also told him to enjoy being the hero of the day.

Which, FINALLY, brings me to my point.

PUT TOGETHER A TRADE SHOW TOOLKIT AND BRING IT TO EVERY TRADE SHOW

It doesn’t need to be quite as esoteric as mine, but you can be a bit of a trade show hero yourself by having some basic supplies to get you through the inevitable surprises or disasters at your next show.

Here’s a starter list, in no particular order:

  • Packing Tape
  • Scissors
  • Band Aids (First Aid Kit)
  • Aspirin / Pain Relievers
  • Pens  (lots of them … they walk away)
  • Note Pads
  • Post-Its
  • Highlighters
  • Stapler
  • Staple Remover
  • Extra Lead Sheets (more than you think you’ll need)
  • Digital Camera
  • Business Cards (You’d be surprised how often these are forgotten)
  • Paper Clips
  • Rubber Bands
  • Nail Clippers
  • Breath Mints
  • Chap Stick
  • Sewing Kit
  • Velcro (Get a roll of the hook and a roll of the pile.  This stuff can SAVE you.)
  • Screwdrivers
  • Instructions for Return Shipments
  • Shipping Labels for Return Shipment
  • Extension Cords
  • Facial Tissues
  • Glass Cleaner
  • Cloth / Paper Towels
  • Duct Tape (easily 101 uses just at a trade show alone)
  • The right cables to connect laptops to displays (this from a recent disaster that I might write about someday.)
  • A small vacuum cleaner, carpet sweep (you can’t always depend on the exhibit hall crew to get to your booth in time)

I’m sure I’m forgetting something.  So feel free to add to the list as you see fit.

Author’s Note:

(At the end of the show, my new friend returned my adapter in a little bag attached to a VERY nice bottle of champagne.  Now THAT’S a class act …)

Posted in Booth staff, Trade show news & trends, Trade Show Tips, Uncategorized | 3 Comments

‘GOT SWAG?’

Posted on June 27, 2012 by Ken Newman

“Hey Newman.  What the heck do people do with all that swag that’s left over after the trade show is done?  T-shirts?  Stress Balls?  Flying Monkeys?  Is there a final resting place for all this stuff??”  - JB from LA


That’s a darn good question, JB.  Instead of trying to answer it myself, I got in touch with some of my fellow trade show professionals.  Andy Saks of Spark Presentations, turned me on to a great piece that just appeared in the Boston Globe:

Convention Center Repurposes Leftover Swag

I was really happy to see that some Convention Centers are doing the responsible thing and not just letting all this stuff go straight to the dump!

I also wanted to find out what people were doing (and could be doing) on a smaller scale to deal with this Swag Surplus.  So I got in touch with trade show veteran (and fellow blogger), Jennifer Canale.  She not only has hundreds of trade shows under her belt, but she is very active in helping out her local community.  Here’s what Jennifer had to say:

“I can’t understand why people would EVER just dump all this trade show swag.  It makes me NUTS !!  Let’s face it, somewhere out there, closer than you think, are people who could use a few new t-shirts.  So go GET them!   On the last day, walk the floor, grab an extra shirt or two from each booth.  Women’s shelters are perfect places to drop off clothing!  So are Child Care Centers.  And, if you mention to the booth that you are giving their merchandise to a shelter, they usually will load you up on a variety of sizes after the show.  It’s been my experience that companies are thrilled to have people not only WEARING their branded merchandise, but NEEDING it.

And while you’re on swag patrol, here are some more ideas:swag

  • Schools always need pens, pencils, notepads, and thumb drives.
  • Soup kitchens love 20 pounds of mixed candy collected from the booths.
  • Stress balls and stuffed animals become toys at a low-income day care or preschool.

After the Fancy Foods West show, my client, Maria & Ricardo’s Tortilla Factory, had about 50 pounds of tortillas left over, all of them still in sealed packages.  I couldn’t bear to see them thrown away, so I loaded them up in my little “Trade Show Granny Cart” and hauled them to Glide and the Tenderloin Outpatient Clinic.

At the NADA show, my client, Elead, had about 6000 cookies leftover—again, all in packages.  I suggested that she let me take them to Glide, and she was thrilled!  Everyone at Glide got a wonderful dessert, courtesy of Elead.

And the company even got a nice tax write-off.”

Want to hear more from Jennifer Canale?  Check out her blog at BRANDED FOR LIFE.  Great stuff there.  And we would love to hear what some of YOU are doing with all those shirts, hats, bears, monkeys, thumb drives, and other branded baubles that are part of our trade show life.  Just put it in the comments section.  Thanks.

Posted in Going green at trade shows, Trade show giveaways, Trade show news & trends, Uncategorized | Tagged , , , , , , , , , | 2 Comments

“Smile”

Posted on June 6, 2012 by Ken Newman

Kid on Park BenchActual dialogue from a recent trade show:

Me:  Traffic’s really down this year, huh?

Exhibitor:  Yeah,  a lot less people.  Seems like about HALF.

Me:   Well, it’s not the greatest destination.

Exhibitor:  No kidding.  But, it is what it is.

Me:  And it sure doesn’t help being in the back of the hall.

Exhibitor:  Well, Whatcha gonna do?  It’s all they had left.

Me:  So, how’s the show been for you?

Exhibitor:  Oh.  FANTASTIC.  Having a great time.  Met some amazing people…

This was NOT the answer I expected.   Why the heck was this guy having such a great time?  Was he delusional?  Heavily medicated?   I had to find out.  So, I stepped away from his little pop-up booth and watched him for awhile.  And in ten minutes, I knew exactly WHY he was having so much fun and meeting so many ‘amazing people.’

He was smiling.  A LOT.  And talking to everyone who came by.  Small talk.  Commenting on shoes, ties, hairstyles, how much free stuff people had accumulated.  The guy was an ambassador of good will.  And it worked.  People stopped and chatted.  They laughed.  And many of them asked HIM what HIS company did.

So, this week’s blog has a very simple point:

When you’re in your booth, SMILE …. a LOT. Chat to people walking by.  Don’t worry about selling your stuff.  Just talk.  And if you’re not in a great mood, then for crying out loud … FAKE IT.

I promise.  You will feel better.  And you’ll have a much better time on the Exhibit Floor.  And you may meet some amazing people …

Author’s Note:  The picture?  Yes, it’s me.  About 6, I think.  And smiling…

Posted in Booth staff, Lead generation & follow up, Trade show news & trends, Uncategorized | Tagged , , , | 1 Comment

“That’s NOT in my Job Description”

Posted on May 29, 2012 by Ken Newman

This week’s “Hey Newman” blog was to be about ‘going-above-and-beyond, ‘thinking-outside-the-box,’ ‘getting-things-done.’  But instead of speaking about this in the abstract, I decided to invite fellow blogger, Jennifer Canale, to share her recent experience at a small trade show in New Orleans.

I believe it  speaks to this subject particularly well:

THE NOT SO ‘BIG EASY’ (A NEW ORLEANS TRADE SHOW SAGA)

Question:  What do you do when you show up on Day One of a trade show, and discover…

1.  The product literature didn’t make it to the show.

2.  The show entrance and your booth are at opposite ends of the building.

3.  There are no dedicated trade show hours ??

Answer:  Whatever you HAVE TO DO!!

You may have been brought in as a “Crowd Gatherer” or “Booth Hostess,” but when it comes down to it, you are part of the Marketing Team.  This means you do whatever you have to do to make your show a success, whether you think it’s in your job description or not.

So…

What happens when the Client unpacks the shipping boxes an hour before showtime and realizes that THERE IS NO LITERATURE TO HAND OUT??

Easy!

You ask them to put whatever files they can find on a thumb drive.  You change into your comfy shoes.  You Google the nearest FedEx Kinko’s.  You take their Corporate Credit Card and off you go.  Thirty minutes later you’re back with bags full of pamphlets and flyers.  You put on your heels.  You’re a hero.   Miracle #1.

Then …

What do you do when your booth is in the far corner of the convention hall and no one is coming to visit?

You work your magic !

It’s hard to be a Crowd Gatherer for a Presenter when he has no one to PRESENT to.  He may be great at sleight of hand, but without anyone to watch him … who cares?   So you grab an extra deck of cards and go out into the main hallways and tell every attendee you see to “Pick a Card!  Any card!  Take that Magic Card to Booth 1617 and turn it in for a prize!”  Next thing you know, the booth is full of attendees watching the Presentation!  AND, since all the attendees are turning in playing cards for prizes, your client has a pretty good idea who it was that pulled in the crowds.  Miracle #2.

And as if THAT wasn’t enough …

What do you do when the only time the attendees are in the Expo Hall hall is for meals?  To make matters worse, the Caterers, in their infinite wisdom, put a giant curtain in front of your booth, so no one sees you or your presenter.

Step out from behind the curtain.

That booth in the corner is now part of the dining entertainment.  Visit the tables during lunch and welcome the attendees.  Invite them over to you booth for some lunchtime magic.  Tell them that your presenter will teach them a trick and give them a special gift to take home with them. Miracle #3.

And after this third miracle, you are officially a New Orleans Saint  (Sorry, couldn’t resist.)

Tricks like this (pun intended) will get your booth full of prospects, and get your client to see the value that you bring to their trade show marketing effort.   If your client doesn’t get good leads, they’re not likely to come back to this show.  And if they don’t come back to the show … you’re not working for them.

So …

You step up.  You help wherever you can. You do things that might not be part of your job description.  You make problems disappear.  Then, the morning after the show, you get an email thanking you for the great job you did along with a contract for their next three shows.

Life is Good.

READ MORE OF JENNIFER CANALE’S BLOGS AT BRANDED FOR LIFE .


The Not So “Big Easy” (A New Orleans Trade Show Saga)
Question:  What do you do when you show up on Day One of a trade show, and discover that …
1.  The product literature didn’t make it to the show.
2.  The show entrance and your booth are at opposite ends of the building.
3.  There are no dedicated trade show hours ??
Answer:  Whatever you HAVE TO DO!!
You may have been brought in as a “Crowd Gatherer” or “Booth Hostess,” but when it comes down to it, you are part of the Marketing Team.  This means you do whatever you have to do to make your show a success, whether you think it’s in your job description or not.
So …
What happens when the Client unpacks the shipping boxes an hour before showtime and realizes that THERE IS NO LITERATURE TO HAND OUT??
Easy!
You ask them to put whatever files they can find on a thumb drive.  You change into your comfy shoes.  You Google the nearest FedEx Kinko’s.  You take their Corporate Credit Card and off you go.  Thirty minutes later you’re back with bags full of pamphlets and flyers.  You put on your heels.  You’re a hero.   Miracle #1.
Then …
What do you do when your booth is in the far corner of the convention hall and no one is coming to visit?
You work your magic !
It’s hard to be a Crowd Gatherer for a Presenter when he has no one to PRESENT to.  He may be great at sleight of hand, but without anyone to watch him … who cares?   So you grab an extra deck of cards and go out into the main hallways and tell every attendee you see to “Pick a Card!  Any card!  Take that Magic Card to Booth 1617 and turn it in for a prize!”  Next thing you know, the booth is full of attendees watching the Presentation!  AND, since all the attendees are turning in playing cards for prizes, your client has a pretty good idea who it was that pulled in the crowds.  Miracle #2.
And as if THAT wasn’t enough …
What do you do when the only time the attendees are in the Expo Hall hall is for meals?  To make matters worse, the Caterers, in their infinite wisdom, put a giant curtain in front of your booth, so no one sees you or your presenter.
Step out from behind the curtain.
That booth in the corner is now part of the dining entertainment.  Visit the tables during lunch and welcome the attendees.  Invite them over to you booth for some lunchtime magic.  Tell them that your presenter will teach them a trick and give them a special gift to take home with them.  Miracle #3.
And after this third miracle, you are officially a New Orleans Saint  (Sorry, couldn’t resist.)
Tricks like this (pun intended) will get your booth full of prospects, and get your client to see the value that you bring to their trade show marketing effort.   If your client doesn’t get good leads, they’re not likely to come back to this show.  And if they don’t come back to the show … you’re not working for them.
So …
You step up.  You help wherever you can. You do things that might not be part of your job description.  You make problems disappear.  Then, the morning after the show, you get an email thanking you for the great job you did along with a contract for their next three shows.
Life is Good.

Have any stories about things YOU’VE done that were not part of your job description? Emptying trash at your trade show booth?  Vacuuming carpets?  Rebuilding a server?  We’d love to hear them.

Posted in Booth staff, Lead generation & follow up, Trade show giveaways, Trade show presentations, Uncategorized | Tagged , , , , , , , | Leave a comment