Trade show pearl #1
Reading time: 2 – 3 minutes
Hello everyone. I apologize for being somewhat quiet the past 2 weeks. I returned from a trip to Europe and immediately moved my household from Buffalo to Queens (NYC). Needless to say…a very hectic couple weeks. And, to top it off, I turned around and headed to the ASCRS in San Diego.
Today, while having a meeting at one of the big round tables you frequently find at the back of an exhibit hall near the food concession, I saw something that I thought was very smart. A woman from one of the exhibiting companies was going from round table to round table and tossing several reprints of an article related to her products onto the table. Attached to the reprint was a business card with her company’s exhibit number.
I thought this was a very smart and economical move. Some may say it seems unprofessional. Others may think that this exhibitor will get in trouble with the organization that runs the congress. But think about it. She only tossed a few reprints on each table. In the course of a lunch time frame about 30 doctors will sit at that table. Some will pick up these reprints. Typically a good reprint about a product is interesting to read. So, the likelihood of her company getting in trouble is minimal. And, if one or two is left on the table, it could appear that a doctor had picked up the reprint at their booth, read it during lunch and left it behind. This is a low risk promotional move.
At a large congress like the ASCRS, there may be 20 such tables spread across the back of the hall. Over the course of a day, 700 or more doctors or allied professionals may sit at those tables. No doubt, she was regularly going back to the tables are putting more reprints out as the original ones disappeared. The exposure is terrific.
To top it off, as she left reprints on each table with a smile on her face, she said something nice to at least one person or group of persons at the table. It was disarming and pleasant. If anything a nice impression that may encourage someone to look at what she left on the table.
So, try this trade show pearl at the next congress you attend. Try to use a reprint about your product or a white paper. It is an inexpensive way to move a little more traffic to your exhibit.
