Six Ideas to Steal from 2014 Trade Shows
“You’ll walk into the Samsung booth, and it will ask you questions about what you’d like to see and offer to schedule a meeting and send information to your phone,” said Robert Mesirow, vice president and show director for CTIA. “It makes it a lot more efficient for exhibitors as it automatically does their lead generation and follow-up.”
Shop the Tradeshow. MAGIC Market Week launched its Shop the Floor website as an online product showcase to help extend the life of the show. In 2014, the site became a full ecommerce platform. Buyers can still use it to research products and brands before the show but they also can also place orders throughout the year. “It’s an established brand now,” said Allison Lombardo, vice president of marketing for Advanstar. “And it’s a lot more robust in terms of a shopping experience for the retailer.”
Show Apps All Grown Up. One of the most helpful innovations in show apps has been the introduction of real-time navigation and its integration with other functions. At JCK, attendees could provide information about the desirable products and price ranges and were recommended up to 25 exhibitors that could be a good match. The app would then help schedule appointments and help navigate to the booth during the show.
Along with the GSP routing feature, National Hardware Show app also had a Near Me button that allowed exhibitors to show deals to attendees that had selected their product as category of interest.
Sample Box. Cosmoprof partnered with Glossy Box, a subscription beauty samples service, to create and distribute a limited edition Cosmoprof Box with products launched at the show. “We wanted our exhibitors, especially smaller companies, to get a chance to connect directly with their consumers and also to test the subscription box model that is getting very popular now,” said Daniela Ciocan, marketing director at Cosmoprof North America. “Normally, it takes 30,000 pieces to participate, and it’s a huge investment. Here they only have to contribute 3,000 pieces. We’re hoping it will be a successful partnership with a B-to-C platform.”
Awesome Old School. IT show Interop decided to go the low-tech route to promote attendance at its 2014 event by sending out posters with the history of the show and IT. Their colorful presence on the walls of attendee firms did the trick. “Instead of doing three humongous mail drops, we did one drop to about 100,000 potential registrants,” said Jennifer Jessup, general manager of Interop. “We got better pickup and made more money from those codes than we’d ever done.”
Bonus: Personal Meme Generator. Ok, so this is really a glance into the future, but 2015 CES lets you build a surprisingly accurate and funny personal meme that makes it hard to resist sharing on social media. Even if you’re not going, it might be worth it just as inspiration for next year.