If you want to guarantee disaster, huge expense and seriously
challenge your health in your trade show marketing, follow this
simple formula. Although these top 10 tips are somewhat humorous,
they are unfortunately based on real-life observations I have made in
many trade shows.
1) Think you know everything, even if you’ve never attended a travel
trade show. You’re convinced travel trade show marketing is for you
because everyone else seems to do it. Plus you’re not sure what other
tourism marketing to do.
2) Don’t do any pre-show promotions to regional customers and
prospects. You don’t want to spend any more money because your
cheap or max’d out your credit card. You figure it’s the trade show
management’s job to get people to the show.
3) Never talk to show management and don’t read the manual before
the show. You believe that all they want to do is try to sell you more
space or inform you about an additional union cost they forgot to tell you
4) Design and build the booth yourself in your spare time. Proudly place
your company name across the middle of your display in large 4″ type;
“Joe’s Fun Trips”. Load up the booth and table with dozen’s of small
photos your 7-year old niece took with “Brownie camera.
5) Don’t talk with your staff or create show goals. Put your old Uncle
Albert in the booth since he knows your region and trips better then
anyone, even though he’s hard of hearing and shy. Don’t have or
practice a strategy on how to approach prospects.
6) Arrive just in time for the show because you want to avoid extra
lodging costs. Carry and move all your booth supplies and avoid the
expense and hassle of shipping and handling.
7) Consider everyone in the show a prospect. Try to coral everyone
that’s walking by. Tell everyone what’s better about your trips and why
everyone else’s stinks.
8) Give everyone several of your expensive new 4-color brochures. You
invested the majority of your tourism promotional money into the new
brochures and you want to make sure everyone has one.
9) You and old Uncle Albert will work the weeklong booth yourselves.
Don’t drink water. Eat tradeshow concessionaire fast food exclusively.
Attends late night hospitality suites, drink all the free beer you can and
party with associates every night. Forget your breath mints.
10) Jump into operations when your get back to the office. Wait for all
the calls and new clients from your travel trade show marketing to come
If you want the top tips for how-to exhibit successfully, read my other
articles on travel trade show exhibiting on my website or here at
EzineArticles.com. It doesn’t matter what industry you are in. Successful
trade show exhibiting is something you can learn and prosper from –
unless you are old Uncle Albert.
Tim Warren is the author of “Tourism Marketing Success” guaranteed to
help you standout from the crowd and sell more in your trade show
booth, website, advertising, brochure and more. For free travel
marketing and business articles and the free mini-course; “The 10
Commandments of Travel Business Success” visit
http://www.adventurebizsuccess.com/ Since 1994, business and
resources exclusively for tourism and hospitality professionals and
travel trade associations.