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My Ideal Trade Show Display Client

I get to work with an array of clients from a wide variety of industries each of them providing their own marketing savvy and objectives for their sales and marketing teams. Nearly all of these projects really are a lot of fun to work on and it’s exciting to see the evolution of a project from the initial discovery meetings to delivery of their new trade show display.  But what would my ideal trade show client look like?

Reggie Lyons dreams of ideal trade show client
Cue dream sequence music…

1)  My ideal client is not afraid to take a few risks.  Stay a step ahead of your competition.  Instead of following the trends, create the trends.  Be the trade show marketer that keeps us wondering, “What will they do next?”  Be a model of innovation not complacency.  Innovation in products and services as well as exhibit design and marketing will make your clients take notice.

2)  My ideal client would have a large schedule of 100-150 shows a year, with sizes of displays varying from 10 foot displays to island exhibits.  Appreciates the quality, innovation, modularity, and portability of Skyline’s products.  Understands that we are partners with your in-house team.  Hey, it’s my dream!

3)  Has a vision (and a budget) to implement the technologies that add life and wow factor.  So many great ways to add video/hybrid technology, mobile marketing/QR codes, digital signage, and social media.  Utilizes these tools to help drive traffic and help create a buzz around your next event.

4)  Comprehends the concept of having a plan and working that plan. You can have the sharpest looking booth at the show but if you haven’t set the proper expectations for your team you’ve exhausted a lot of time, effort, and money.  It’s up to you to hold the team accountable to get the results that you expect from trade show marketing.  Before you are quick to dismiss your participation in a show or trade shows altogether, take a good hard, honest look at your own team.

5)  My ideal trade show client also understands that even the best laid plans can still result in failure.  There are so many logistics and so many people involved in the entire process that mistakes are inevitable.  Be prepared with a “Plan B,” and learn to not sweat the small stuff.  It may be hard to do at the time but don’t let the little setbacks get the best of you.

6)  Oh, and did I mention that infinite trade show marketing budget that spoils me with all of those luxuries, allows me to retire early, play golf when I want, and……………

Reggie, Reg, Reggie, wake up!!!!!!!!!!!!!

Ah, who am I kidding?!?!  Maybe someday!  Well, it was fun while it lasted!

Okay, trade show marketers, what dreams to you have for your trade show marketing program?  What have you been itching to try but haven’t been able to yet?  Fellow consultants and event professionals, what do you look for in your ideal client?

Value of Trade Shows White PaperThe ideal trade show client also understands how valuable trade shows are, and strives to prove their value to upper management.  Such ideal trade show clients would want a copy of the new 24-page white paper, The Value of Trade Shows, yours free just by clicking here.

About the Author

Reggie Lyons was a Trade Show Marketing Consultant with Skyline Exhibits by Larry Reitz & Associates, located in Indianapolis, Indiana.

4 responses to “My Ideal Trade Show Display Client

  1. Hey, Reggie. I’m a client (ideal or otherwise) and this made me smile! I totally agree with #5. Keeping your cool when Plan B has to be implemented makes everyone’s lives easier. When it’s all said and done, those little setbacks aren’t show-stoppers in hind-sight. Thanks for an entertaining article.

    1. Hey Janice! Glad this post made you smile! =) It certainly important to keep things in perspective for your own sanity and everyone else around you! Have a great weekend!

  2. What suggestions do you have for a struggling nonprofit organization? My organization works in the field of mental illness, a difficult topic in the best circumstances. When presenting to the general public it is very difficult to get people to stop at our booth when there are so many organizations presenting warm and fuzzy issues.

    1. Leave it to my Mom to ask the tough questions! =)

      Since it’s not a warm and fuzzy topic I think you need to make the booth as inviting as possible. It’s a delicate subject and people need to feel comfortable. Put yourself in the shoes of an attendee and think about how you would like to be approached on the topic.

      Also think about the imagery used on the NAMI site, every day people, smiling and full of life.

      Offer reassurance that NAMI has solutions to help! Last but not least, use that great smile and be willing to show your personality to put people at ease!

      You’re doing a great job!!

      Love you son,

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