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Hall boost traffic to the showroom
To be competitive today, trade show exhibitors not only need to draw attention their fair displays within the exhibition hall but also beyond the show floor.
Increasingly, the exhibitors are creative to attract crowds to your exhibition stand using nearby locations as a springboard. Attracting attention at nearby hotels lounge, where visitors stay or public places where people often is a good start. This goes for neighboring restaurants, bus routes, taxis and local clubs.
Increasingly, instead of producing a custom or rental Diplay fair in the exhibition stand alone, informed traders add value by identifying key places outside the tea room in traffic to the show display arena.
Event Marketing Magazine spotted three brands that have successfully the tie-in relation to its trade show booth from sites outside the exhibition hall.
The first was in Chicago. GE Healthcare launched their campaign, health Reimagined Radiological Society of North America Trade Show in Chicago, 2005. They were in search of popular locations outside the showroom for increases in aware of their presence to show the trade show. According to Sean Burke of Diagnostic Imaging GE Healthcare and Services: "We wanted something different that would create Buzz mouth to ear.
The show had over 60,000 attendees to stay in Chicago. GE had the idea all dressed in white "people" molecule that roamed Chicago sites before and after hours of entertainment in nearby hotels and bus routes RSNA, restaurants and nightclubs.
GE Healthcare brand, the molecule of all white players has been about the molecular structures and giant inflatable bubble machines used for complete the look of what they wanted to represent. They managed to capture a visual and kinetic aspect of the health care of GE Diagnostic Imaging. This transmitted directly to the images created their exposure to trade fairs.
The second was a performance oriented consumer, Washington DC. One month before the Hall Paris Motor Show, Chevrolet started its awareness campaign on sites in the capital. They set up mini tailgating parties in the back of the Chevy Silverado hybrid at construction sites, George Washington University, Home Depot stores and service stations for commuter trains. Consumers have had to drink coffee and play Xbox 360 games. Chevy Representatives gave cards to visitors they could redeem at fair chance to win a hybrid Silverado.
Chevy wanted to direct traffic to the screen show. It worked. The results are measurable and dramatic. Because the scan cards were delivered to dealers and tailgate parties, over 20,000 consumers visited the trade show booth or were able to scan the cards with the representatives of Chevrolet in the Convention of the main room. Digitization of maps was leading distributor in 1900.
The third was in Las Vegas. This city is a natural choice for all types of marketing display show each time day. In the Specialty Equipment Market Association in Las Vegas in 2005, Yahoo! I wanted to draw attention to a website as car enthusiasts here. So they decided customize two Mitsubishis of life within its showroom booth.
To complete his presentation, they will not make their cars at the Las Vegas Strip. Yahoo! great success. Knowing that Las Vegas is always awake 24 / 7, that have managed to stop traffic on the Strip in Las Vegas at 3 am Even at that time, a crowd of people saw their Custom Race two Mitsubishi band. "He not only wants to stand up and move things," says Bennett Porter Yahoo! Senior Director, Buzz Marketing. Emulating Frank Sinatra, continues, "We wanted to do it our way."
These are only some examples of how you can use to link peripheral sites the screen of your living room.
So let's say your company is in the field of electronics and want the exposure of your next exhibition appearance in San Francisco Bay. With the high tech industry so heavily concentrated in Silicon Valley, California, many high-tech leaders live there.
Is Yahoo headquarters in Sunnyvale, Apple Computer Inc., based in Cupertino, eBay in San Jose, and Google's headquarters in Mountain View, to name a few. You can concentrate executives in Silicon Valley and ready market access in the near Moscone Convention Center in San Francisco, Kaiser Convention Center in Oakland, and Santa Clara and San Jose Conference Centers.
Hotels, restaurants, sports clubs and other popular sites make them targets for high Tech Show tie exchange messages once that the high high-tech fair in the city.
It's smarter to leave the showroom lounge beaten path compose your investment fair exposure.
About the Author
Dick Wheeler is President of Professional Exhibits & Graphics headquartered in Sunnyvale, Ca, with a showroom in Sacramento. He offers trade show exhibit, graphics and management services. http://www.proexhibits.com
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