Siemens at RSNA in Chicago, with a flock of doctors and medical equipment buyers in tow

When a company sets out to exhibit at a major trade show within their industry, it is usually for at least one of two reasons:

1. Sell more widgets
-or-
2. Increase brand/product exposure.

Other reasons exist, but they’re essentially variations of those aforementioned.

There is also a pesky third reason companies exhibit, and it’s confounding:

3. to save money.

What do I mean by this? Companies expend tremendous amounts of capital and productivity in the marketing, logistics and selling that’s involved with tradeshows. To then skimp on the actual marketing engine that gets assembled in their tradeshow booth space… seems like a questionable tactic.

Despite how damaging this approach can be, there’s the lingering reality that many approach their trade show exhibition program with this very mindset: Above all else, we need to save money on this year’s show.

Is that appropriate because we’re in a recession? Is it correct because trade shows are so darned expensive nowadays? Are these EVER good excuses?

The sole purpose for your trade show booth is to attract attendees on the convention hall floor. That is the only reason an exhibit program exists, and all other reasons flow from that goal. Trying to sell widgets? You need to attract attendees to your booth. Aiming to increase brand visibility? You need the attention of attendees to get that. Hoping to build relationships with new and existing clients? They need to realize you’re at the show, and they shouldn’t feel sorry for you once they realize you are!

One good nugget I’ve borrowed from Candy Adams, “The Booth Mom“:

“2. Never make a budget cut where an attendee will see it. Regardless of how much you have to pare out of your show budget, always keep in perspective that image is everything, and a tacky, outdated exhibit speaks volumes about your company.“

She’s the Booth Mom, whereas I’m just some sales guy – but the point is the same: The End is selling product and marketing your company, the Means ought to advance that goal – not undermine it!

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Siemens Medical's Tradeshow Exhibit @ RSNA '09, in Chicago

A recent conversation I had with a prospective client reminded me of one of those bizarre practices within the trade show exhibiting industry. My prospect is in design for a 20×20 rental exhibit – custom designed, but with 100% rental components. After going through most of the details of what we include within our contract price, he asked a very pointed question:

Tim: Ok, I know from experience that sometimes I’ll see a rendering, and it looks really bold and slick, and then the thing gets to the show, and the booth is just – the beams looked like 6×6’s on the render, and you get to the expo and they’re 1 1/2 x 1 1/2 – and it looks and IS flimsy and… …it’s just been awful. What are THESE made out of? How big are they?

Me: Hmm. Great question. I’m glad you asked it, because they happen to be 6×6 extruded aluminum. It’s light, but it’s also sturdy. And we won’t design it if we aren’t going to build it.

What baffles me, with this exhibitor’s very astute query, is how exhibitors can ever put up with anything less than what a design implies? If a company promises one thing and then delivers something wholly different – why wouldn’t you throw them out with the trash and find a new exhibitor? Does this sort of thing happen in other industries without consequence?

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