Whenever Apple releases a new consumer device, that’s the top prize giveaway that gets hawked on all the 3 m2 exhibition booths at trade shows up and down the land for the next six months. Unless you’ve been living under the earth’s crust these past few weeks, you’ll know that Apple just released the iPhone 6. I’ll bet a decent proportion of the shipments made in its first quarter will end up in these promotions.
As the company giving it away, you look relevant as well as fairly generous. You look like you understand that people want what’s new, and that this is going to attract people to give you their contact details and enter.
But it’s a bit lazy isn’t it? I mean it lacks a certain amount of imagination. It isn’t such an issue when the product is still very new – IP Expo is just a fortnight away and iPhone 6s will legitimately be a pretty hot draw – but when you get caught deep in one of the dusty recesses of Apple’s product roadmap, the best you might rock up with at CloudIT 2016 will be a iPod that everyone’s pretty much already got.
I like the prizes that communicate what the business is all about; that tie in with a theme for the event and why that company is at the show touting for your business. It makes it easier for the booth staff to explain the promotion, easier and more logical to express the value proposition behind the promotion ahead of the event, and a much better way of extending the mindshare of the prospects you engaged with when you follow up weeks, months or even years afterwards.
However, even these themes can get a bit tired can’t they? I’ve been to more IT trade shows that I’ve had cooked dinners (well, almost) and this is my top three laziest trade show themes:
- The Formula One car. Someone knows someone who can get a replica F1 car from 4 years ago onto your stand for only £2k. It means you can talk to prospects about your ‘performance’. The giveaway is a driving experience. Some exhibitors will even dress their stands with dead-behind-the-eyes ‘promo girls’ to hand out leaflets.
- The Casino: Whether it’s a three-metre diameter replica Wheel of Fortune, or just a cheap roulette set from Argos – you can pull off the Casino theme for any budget. Great if you want to talk to your customers about risk, or about being ‘a winning business’. Get really switched-on croupiers to articulate your product message, or be an idiot and hire promo girls to wear something ridiculous and… er…. hand out leaflets.
- The Character Actor: This is where the entire premise of your theme is based around a well-known or entirely contrived character that you pay some actor about £150 a day to become. In my time I’ve seen a robot, a zombie, a quick-draw cowboy, a superhero called The LAN Man, a 12st 8lb (i.e. NOT fat) Fat Controller from Thomas the Tank Engine, and a rather ill-advised (given the political situation at the time) ushanka wearing ambassador from the ‘People’s Republic of Hackistan’. Who knows who the agency will send on the day, but if they are the next Michael Sheen then it might just pay off. The trick here is to keep it professional at all times; it loses its lustre when you’re queuing up behind Batman while he asks for a VAT receipt for his overpriced Egg Mayonnaise sandwich.
When it all ties together, you succeed in communicating something that’s bigger and more logical and enduring that the sum of its parts. At least the companies employing the themes above are trying to think creatively, in spite of their lack of imagination. It’s almost tragic when you walk past a ghostly exhibitor booth with just two guys, a laptop, a glass bowl with a few business cards in it, and a little sign saying “Would you like to WIN the LATEST iPhone!”
Some colleagues far cleverer than me came up with a great idea for a trade show many years ago that we called ‘collars and cuffs’.
The client was a distributor of IT security products and the challenge they’d identified was that there were a lot of security solutions out there which were extremely large and expensive, and this made it difficult for reseller partners and their customers to know they weren’t overspending or ‘overspecing’.
The client’s objective for the show was to meet as many prospective reseller partners (and their customers) as possible. The stand was going to cost upwards of £30,000, so what they really wanted was to set-up meetings before the event and run a schedule, rather than relying on passing traffic to make their return on investment.
The idea was to send everyone on a pre-bought mailing list of prospects a collar or a cuff from a Savile Row shirt maker. We had a big box of these offcuts provided by the shirt company so must have mailed out about 500 to the best contacts along with a letter than explained how a meeting at the upcoming Infosec event would show them ‘how to be fitted for a tailor made security solution’ and allow them to ‘get the rest of this shirt’. The mailer – and the email equivalent that went out shortly after – had a great response and the client did a good job of following it up. The result was a packed schedule in time for the event itself.
The stand was dressed like a tailor’s shop, with real tailor’s mannequins and real tailors (from the shirt company) measuring up the prospects. The cost of the incentive was easily managed because the client could take a decision – either before the event or right there and then with the prospect in front of them – whether it was worth the £80 cost of the shirt to bother having the meeting.
Conversely, when you choose to have big prizes and give them out at random you don’t get to manage your returns so well. At least ‘break the safe’ and other similar games genuinely are random. The amount of times I’ve witnessed a company fix the prize draw by going through all the business cards to discard competitors, staff, irrelevant job titles etc., to identify the prospect of greatest value is testament to just how few prize draws are played straight.
Anyway ‘cuffs and collars’ got rolled out for a few clients and events, before the theme became a little tired and other companies caught wind of the idea.
People still talk about the company who did it first though, and remember as much about the proposition behind the promotion as the promotion itself.
That’s what I call good communication.