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They say, “you can't teach
an old dog new tricks” -- but if that old dog
is an experienced exhibitor, he'd better learn some
new tricks to stay alive in today's competitive tradeshow
environment!
Recently, I had a range of experiences
that brought home the importance of going to every
tradeshow with 'baby eyes' -- with an open mind
and willingness to consider everything about your
exhibit
from a number of different angles.
What are 'baby eyes'?
If you've ever spent any amount
of time with a baby, you can't help but notice the
way they view the world. Every single thing around
them -- every object, every person, even every shadow
on the wall -- is not only worthy of attention, they're
downright fascinating.
Babies are fascinated by everything
because it’s all new. They've never seen it
before -- and they lack discernment. Without a frame
of reference, babies have no way to tell if they should
pay attention to the fuzzy stuffed animal or the crinkly
wrapping paper it came in.
That's true, but there's
another aspect that's well worth considering. When
a baby looks at something for the first time, they
really see it as it is: free from any preconceived
notions, and without any baggage. Additionally,
babies are blissfully unaware of what other people
think.
They view new things not only free from their own
expectations but free from the expectations of everyone
they know.
What does this mean for tradeshows?
Eventually babies stop viewing everything
as new, exciting and wonderful since this is a survival
mechanism. After all, if we were constantly stopping
to admire everything that caught our fancy, we'd never
manage to do those tasks necessary for survival. Focus
is imperative, especially for people who want to Get
Things Done.
This is especially true at tradeshows.
There are so many stimuli -- bright colors, attention
grabbing signs, loud noises, crowds, vivid displays,
interesting people -- that it's easy to get overwhelmed
and find yourself unable to function. To be an effective,
efficient exhibitor, you have to 'tune things out'
and focus on your own exhibit. It's a defense mechanism.
This
defense mechanism comes with a cost. Closing your
eyes to the more stimulating aspects of the tradeshow
may allow you to function -- but you lose some of
the wonder of the show.
If you've lost the wonder,
if you can no longer see the magic and the glitz,
if the entire exhibiting experience has become everyday
and blasé for you, how in the world can you
create an exhibit that will engage, entice, and enthrall
attendees? Remember, you have to entertain as much
as inform! Eventually, you will find that you can't.
You've become a mechanic instead of a magician.
That's
when your exhibits will start to fail. Not good
for you, not good for your company.
What can you do?
Wonder and magic can be recaptured.
If they couldn't, there would be no such thing as
mid-life crisises or second honeymoons. To bring the
wonder back to the tradeshow arena, you need to capture
those baby eyes that reside in a grown up body. Here
are three ways to do this:
Take Your Own Eyes Traveling
Open yourself up to the wonder of
tradeshows by attending a show that is wholly outside
of your industry. If you're in heavy equipment, for
example, attend a food and beverage show. If you're
in high tech, go to a craft and hobby show. Pick something
that is in no way connects with your everyday responsibilities.
This
frees you to observe the show objectively. If you
have no interest in the products and services
being offered, you can then judge each exhibit on
its merits. You have just been handed a set of baby
eyes -- use them to discover what attracts your
attention, what catches your eye, what makes you laugh,
smile,
and want to learn more. Also, pay attention to what
makes you cranky, what makes your head hurt, and
what makes you long for a 'time out'.
When you get
back,
consider what you've learned. What positive elements
can you emulate in your exhibit? What negative
elements are you doing, perhaps unconsciously, that
you need
to eliminate?
Recruit Someone Else
Another method of acquiring baby
eyes involves bringing someone to a tradeshow who
has never attended one before. Ideally, this should
be someone who has never attended any kind of industry
event -- perhaps a new employee or someone from your
company who doesn't get out of the office much. Even
better – a child! Let them loose on the floor,
either accompanying them while they wander, or alone.
Take
note of their observations. Remember, someone with
baby eyes might be amazed by something you've
seen a million times -- don't discount their experience.
You're looking for their objective opinion. If you've
seen something a million times and it still has the
power to amaze and entice a new viewer, that something
is an effective marketing tool. Is it one that you’re
using?
Bringing children onto the show
floor is a specific tactic taken very seriously by
exhibitors
at the International Amusement Park and Attractions
show. Since many of the exhibitors sell rides aimed
at children, they want the opportunity to observe
reactions and ask for their opinions.
Flip Your Perspective
If you spend most of your time
directing a booth team, spend one show actually working
the booth. However, if you're usually the one shaking
hands and asking questions, devote one show to walking
the aisles as an attendee.
Changing your role helps
you see the show in an entirely new way. It's easy
to forget what your booth staffers go through in a
day when you're not doing it yourself. If you're trapped
in a booth for the entire show, you lose your sense
of what the attendees experience. Give it a try. Look
and listen and you’ll be surprised at what comes
into view from either side of the aisle.
Baby Eyes at the End of the Day
After you've viewed the show
with baby eyes, it's time to look at your own exhibit
with this new found tool. This is difficult -- often
impossible to be critical or even objective of something
you've worked so hard on. I recommend recruiting baby
eyes for this -- and recruit them from someone who
has the freedom to speak openly and objectively without
fear of consequences.
Remember, baby eyes will allow
you to discover many things. You don't have to give
them all equal weight. At the end of the day, you'll
have this mass of observations. Assess them carefully.
Some will be eye-openers, while others will cause
your eyes to roll. Integrate those eye-opening thoughts
into your planning process, doing what you can to
bring some of the magic and wonder back to your exhibit.
You’ll be pleased you did as your next show
participation should demonstrate some new and improved
results.
Written
by Susan A. Friedmann,CSP, The Tradeshow Coach,
Lake Placid, NY, author: “Meeting & Event
Planning for Dummies,” working with companies
to improve their meeting and event success through
coaching, consulting and tradeshow training. For a
free copy of “10 Common Mistakes Exhibitors
Make”, e-mail: article4@thetradeshowcoach.com;
website: www.thetradeshowcoach.com
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