Mike Thimmesch
Mike is director of industry relations for Skyline Exhibits, designer and builder of custom modular exhibits and portable displays.
Does Your Trade Show Program Suffer From A.D.D.?
October 25, 2013
Nervous that perhaps your trade show program suffers from Attention Deficit Disorder? Well, it’s certainly possible.
Usually it’s sales and marketing people like us who manage our companies’ trade shows, and we’re notorious for having more than a touch of A.D.D. Marketing people need that endless curiosity that sparks creative marketing ideas, and sales people are known for doing whatever it takes to get the sale – and then going on to the next sale before all the details are nailed down on the first one.
However, A.D.D creates a distinct downside to your trade show effectiveness, in many aspects of your trade show program. Let’s look at some of the symptoms:
Show Selection:With A.D.D., your team rushes to add shows to the company show schedule, without a consistent process to evaluate and prioritize new shows. Plus, extra shows strain your limited resources to do well the shows you already committed to.
Booth Staffers:Most companies prefer to use their sales people as booth staffers. That works well when your sales people are focused and motivated to achieve ambitious personal goals for qualified lead counts. But an A.D.D. staffer that gets antsy after just 30 seconds of not talking to an attendee is going to start talking to another booth staffer, and let potential booth visitors walk right on by.
Exhibit Design:The enemy of brand consistency? An A.D.D.- trade show exhibit design approach that changes messages, colors, images, and style, show after show. After several years of that, you have created brand confusion with your target audience, and you may even have a fleet of exhibit assets that don’t match each other, let alone your other marketing assets such as your website, ads, and brochures.
Budget:When you are too busy zigging and zagging in your A.D.D. world, little things like deadlines go sailing past under the radar. Unfortunately, those missed deadlines ring up surprisingly higher fees on show services, shipping, hotel, and airfare.
Promotions:When A.D.D. trade show marketers wait until the last minute, they run out of time to do pre-show or at-show promotions, which require weeks, even months to ideate, plan, source, and deliver. And without doing promotions, exhibitors get fewer visitors to their booth, reducing their program’s results and ROI.
Lead Management:When your trade show program is ruled by A.D.D., your team can’t stay focused long enough to finish the show, by getting the leads fulfilled and assigned to sales. So all your investment and effort may sit in a small pile on the end of someone’s desk, while potential customers are turned off by your lack of follow-through.
Lower ROI, higher costs, missed leads and sales, and a tarnished brand. Those are some very real and significant outcomes when your trade show program suffers from Attention Deficit Disorder.
So, what’s the cure? Make sure there is a strong, detail-oriented person on your team who is well-versed in the marketing strategy and tactics of trade show success, while also driven to follow up on the myriad of details necessary to pull it off. And respect their pleas to make a commitment and make a decision when they say time is running out!
Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here.
New Wave Experiences
Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024.
Enhanced Technology
Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space.
Refreshing New Design & Fine Art
The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights.
Sustainable Spectacles
Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles.
The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.
Add new comment