Warwick was working on the trade show floor recently and he saw this booth set up.
Now we have cropped the image to protect the brand because we are not having a go at them, we just think that there are some key learnings that you can take from this.
Firstly, it is a great set up. It was well themed to the event and the location. It was in Melbourne around Cup Day so visually it was impressive. The idea is that guests put on the sliks, hat and goggles and then roll the dice and race to the finish with prizes for the winner.
Their first issue is that they did not consider the visitors. The attendees were from a very conservative industry. The chance of them dressing up and “becoming” the horse was pretty slim. So this caused the second issue.
The second issue was that the booth was one of four platinum sponsors. It was the biggest one there. Because their strategy was misplaced and no one was using it, the booth looked dead. This meant that the people on the booth (it was to the left of the start line) were just standing there. If you ever invest in a significant stand you must be sure that the people on the stand USE IT!!
One of the key tenets of exhibiting is that nothing builds a crowd like a crowd. So use what you have to build that crowd up. They had enough people on the stand that they could have had the stand members dress up and have the guests roll the dice. Whatever, just use it!
The main issue here is the disconnect. The disconnect between the marketing team that came up with the great idea, the sales team that pretty much refused to use it and the visitor who did not really get the chance to use it. Over the course of three days, it was used about four or five times.
Warwick had a chat with those on the stand and they were happy with the results of what they were doing. We estimate that they spent well over $100,000 to be there. In terms of return on investment and return on objectives, we believe that there was so much more to be had.
So what about your stand?
How can you get the most use out of what you are doing?