Feeling the pain in your budget with another trade show season underway? Armed with a video or still camera, here are three ways you can get more out of that booth investment.
- Your booth is your brand in 3D. Visitors are surrounded by colors, textures, images and products that tell your story. And when it’s staffed with employees, it’s an ecosystem of company culture and mood. Capture staff interactions and booth events on camera – you might even consider “interviewing” employees using questions about the brand. Anything you capture can be used as fodder for your email marketing, company blog or for employee recruitment.
- Many brands don’t have national sales meetings and rarely see all of their reps in one place, at one time. If that’s you, you can inspire them by creating a “how-to” video. Record some of the sales interactions taking place in the booth as examples. Your booth is the perfect backdrop to help reps learn how to sell the brand, not just the merchandise.
- Chances are the product in your booth is merchandised exactly how you’d prefer it to be on the retail floor. Take this opportunity to document how products are displayed in accordance with your brand guidelines and/or seasonal theme, and share them with your retailers and outside sales reps when you return from the show. This is especially helpful if your company doesn’t produce planograms or merchandising guidelines.
Got any other ideas, or examples of how you’ve gotten a little extra out of your trade show presentation? Tell me in the comments below!