SEMA Lessons

I was fortunate enough to spend some time this week in Las Vegas at the SEMA Show.  Even with the economy in the shape that it's in, the show was packed and ripe for B2B marketers to make the best of their opportunities. While there were some very nice setups there were some not-so-nice setups as well.  Regardless of space, there are a few things to do to make sure you leave the right impression at tradeshows, consumer shows, or roadshows; and for that matter, any experience marketing environment.

1. Work it - Your staff is an extension of your brand mantra, whatever that might be.  Make sure they look the part and act the part.  Whatever your band is, I'm sure it's attributes are not cold, stale, and un-energetic.  Get your staff up on their feet greeting customers as they walk into and past your booth; inject them with Red Bull and coffee if you have to.  But nothing says "bad" like all of your tradeshow staff sitting around, reading email, updating their Facebook status, and adding apps to their iPhone while potential customers wander aimlessly around your area.

2. Useful Giveaways - Everybody is giving something away at these shows; posters, pens, wristbands, etc.  Whatever it is you choose, make sure it is useful and not just a gimmick.  The best tradeshow giveaway I have received is from Cosworth at SEMA last year.  It was a plastic business card holder with their logo on it.  Very practical and sure to get usage throughout the show as you network.  Every time you exchange cards and pull the cardholder out people notice it.  I didn't get a chance to get by the Cosworth booth this year, but I hope they brought those back.

3. Business Cards - Of all the touchpoints for your brand, maybe the most important one is your business card.  At tradeshows or not, your business card is often all that is left behind once you have given your elevator speech.  What does your card say about your brand?  Here's a test: close your eyes, and feel it.  What does the quality of the stationary say to you?  Is it easily bent or is it thicker and have some strength to it?  What does that say about your brand if it is printed on cheap, thin stationary?  At busy tradeshows like SEMA where you can potentially hand your card to hundreds of people you need to make sure you are handing them the right impression.  Have you reviewed your company's business card lately?  You should.