Five New Rules for Trade Show Technology

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This the fourth and final part of our Trends for 2010 tips. Today, I’m focusing on five rules to help you leverage technology to add to your trade show success.

1. Online is not an add-on.

The virtual component must be integral to every step of your trade-show planning.  Select the best online communities to reach your customers. And maintain your brand voice and image in every message.

2. Accessibility is key.

Make sure your trade-show web page is optimized for all the browsers, including those on smart phones. The design that looked great on Internet Explorer may be unreadable on a Droid.

3. Make your message move and speak.

Use web video, still images, and podcasting as well as text. Multimedia approaches engage more of the user’s attention. Live feeds from your booth can extend your trade show message to customers around the world, and YouTube videos can make it accessible months or years after the event is over.

4. Update often.

Keep your customers coming back to check for more. Good content may be news and links, helpful tips, community-building, or just the sense of a warm, engaging person as the face of the company.

5. Listen as well as talk.

Twitter, Facebook, and blogs offer almost instantaneous feedback on what’s working and what’s not. If a member of your booth staff was rude to a customer, you can be sure the news will be all over Twitter in five minutes. Monitor the Internet and the Twitterverse with automatic searches, and respond instantly to any problems.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.

Author: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” www.thetradeshowcoach.com & www.richesinniches.com

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