I attended the International Direct Marketing Fair this morning and was amazed at how little people involved with marketing knew the correct way to market a stand at an exhibition.
First of all, how not to do it. And to be fair to this company, I only used them as an example because their stand lent itself to a good photograph!
Can anyone spot what is wrong with it? Not obvious at first. But imagine you are walking down the aisles. Unless you are already a client and wanted to talk to them, what is there to encourage you to step onto the stand? Now look at the following stand…
What do these people do? It’s glaringly obvious. They write software to help a business analyse their marketing operation. So someone who has never heard of the company will step on the stand if they feel the services offered could be of interest.
I saw some really awful stands at the exhibition and very very few great ones. Something I though was unbelievable in a large group of companies selling marketing services of some sort or the other.
But there was one stand where I dallied and, quite frankly, I unhesitantly gave it full marks…
Alas they didn’t have a glass large enough!