Notes from 45th International STC Conference
Anaheim, California, May 17-20, 1998

Architecting a Tradeshow Booth -- A New Marketing Job for the Technical Communicator

Amey L. Celoria, Mackenzie L. Faure, and Cecilia Ewa Kullberg
Modus Operandi, Indialantic, FL

Abstract: Spark your imagination and design an eye-catching trade show booth. We will explore creative booth design on a budget through hands-on and group brainstorming templates. Gather others' insight, ideas, and resources.

• Several workshop participants said that responsibility for trade shows was something they (and their departments) inherited in their companies. Few expected to be involved in this kind of activity when they hired on.
• Technical communicators have the core skills to design a great trade show booth: it's easier than it looks and it's a lot of fun.
• To be successful, it's important to put on a marketing hat, when we're used to a technical writing hat.
• Book reference: Mark Oldach: Creativity for Graphic Designers
• The presenters' Communications team in a 60-person company consists of 2 writers, 2 graphic specialists, and a multimedia specialist.
• Designing a trade show booth:
   
• Determine show theme
• Create banners and posters
• Select and design promotional giveaways
• Write marketing literature
• Conduct preshow marketing
• Plan the booth
• The greatest challenge... is making a statement that rises above the roar of the neighboring booths. You have about 3 seconds to capture attention; therefore, you need to convey your message forcefully and creatively.
• Trade shows: boondoggle or boon?
   
• Management will want a measurable return on investment (ROI)
• Quantifiable objectives
• Metrics to gauge success... to quantify ROI
• Where to start:

 
• Understand the goal(s) of the show: increase sales, introduce new product, get media exposure, etc. The goal(s) should drive your approach.
• Audience profile: number? decision-makers? press?
• Message: what is the key idea? what do you want people to remember? how do you best communicate this idea?
• Competitors: who are they? where are their booths? [good location can increase your flow]
• Budget: how much $?
• Promote audience ahead of time: e-mail, free passes, discounts, giveaway promos, drawings [surveys show 75% of trade show visitors plan in advance which booths to visit]
• Train your booth staff: the goal is not to hand out giveaways but to build relationships and develop leads. This is particularly important with technical types.
• Have press kits handy
• How to develop a theme
   
• Determine creative parameters required; show purpose, audience analysis, etc.
• Discard preconceived ideas... don't immediately fall into "templates."
• Brainstorm
• Make sure the theme is rich enough to support your message.
• Followup after the show is absolutely critical. This is where many trade show specialists fall down. You must pursue your leads (e-mail, calls, etc.)
• The mini-basketball motif. Attendees got to shoot little basketballs through a hoop and then keep them as a giveaway. They were inscribed with "Creative Solutions" and the company name/logo. The technological solutions were displayed on the poster that served as a backboard to the homemade basketball hoop.
  
  Note: One workshop participant challenged the presenters to defend the ROI on the little basketballs. Their answer, in essence, was that the use of creative techniques to establish a presence in the marketplace and build recognition in the customers' eyes cannot always be quantified. But failure to do that is one way to guarantee failure. Well said!
• All marketing literature should include the Web site URL.
• What % of attendees drives the number of handouts? About 10% is typical.
• You can use a badge scanner to capture contact information from visitors.
• Remember what the audience already knows and what your company wants them to know.
• The "look" of the booth must be decided upon before the actual design takes place.
   
• Theme should drive design.
• What's the tone? Will the booth be... fun? serious? classy? a bit "out there"?
• What display is most suitable to communicate the message?
• Elements of a trade show:
   
• Banner
• Posters
• Marketing literature
• Marketing giveaways
• Computer demo
• Marketing activity
• Boundaries: Don't look at them as limitations; look at them as opportunities.