How To Get Your Brand into Show Business. - Issue: 2003 Qtr 2
No, this isn’t about getting your brand on the big screen with Mel and Meryl and all the rest of the Hollywood glitterati. It’s about getting your brand front and center at the various exhibitions, events and trade shows you attend.
There are so many details to consider when planning a trade show, from how to follow up on leads to booth graphics to developing attention–getting activities. And fortunately, there’s plenty of industry information to guide you through the process. But how about taking a look at your show participation from a different perspective…your brand’s perspective?
At a show or exhibition, your brand is truly on display. In fact, your brand at a show is the perfect articulation of your brand personality and promise — it all comes together in a very public (and fast–paced) environment.
What does this mean? Well, for example, if your brand promises exceptional reliability and technical competence, then everything in the booth had better be working perfectly, and the staff totally prepared.
You wouldn’t want to be like the software company that tried to launch “vaporware” (software that isn’t complete) with a canned presentation. You can’t hide behind smoke and mirrors. Or, for example, if your brand promises “consumer insight,” then be prepared to demonstrate it. And if “quick shipping of orders” is part of the brand promise, don’t take a month or more to deliver follow–up information.
In many ways, a trade show is the ultimate brand contact. Customers and
prospects get a unique chance to see your brand from a variety of perspectives.
One company that does it right is Whirlpool Corporation. In their shows
targeting builders, architects and remodelers, the focus is on more than
product. “The Whirlpool brand really means something to building
professionals,” according to Marsha Lynn, a creative director at
Star Exhibits. “And we are very careful to make the look and the
experience in the exhibit a meaningful brand contact.
“You can get a feeling for the brand’s energy and commitment
to the building pro,” Marsha continued, “just by walking into
the exhibit. It’s not about rows and rows of products, it’s
about differentiation, about meeting the specific needs of builders, about
innovation. Our exhibits carry the identical message and feeling as all
of the other Whirlpool Corporation communications such as advertising,
sales promotions and so forth,” she concluded.
Diana Seaman, the Whirlpool senior manager for trade communications concurs. “Everything we do for a show is connected to our brand strategy,” Diana said. “We pay special attention, coaching everyone who will be working in the exhibit to be sure that what they’re saying to visitors is consistent with our overall brand messaging.
“We speak with one voice at our shows. And it’s the voice of our brand,” Diana summarized.
Enough said?
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