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Trade Show Marketing Can Help You Lose Weight

Just because your exercise routine gets interrupted when you attend or exhibit at a tradeshow, you don’t have to miss out on opportunities to keep the pounds off while getting healthier and more energized.  Just like at your local health club, start by getting ready in the locker room.

Tradeshow Marketing Can Help You Lose WeightOf course for exhibitors, the “LOCKER ROOM” preparation should be a pre-show meeting two weeks before the show involving everyone on your team.

To avoid injury, you start your workout with a good “STRETCH.”  When planning for your tradeshow activities go ahead and stretch your goals.  Reach out to attendees.  Push yourself until you feel it where you know your company is trying to achieve something.

OK, next exercise, it’s time to CRUNCH the numbers.  Sure in your mind you may dream of having ideal abs.  But the same way a smart workout is aimed at realistic objectives, your tradeshow budgeting also needs to be realistic.

Next up, take some “CLASSES.”  At the gym you improve by regular attendance at cardio, kick-boxing, yoga or boot camp.  At many tradeshows you can vastly increase the benefit of attending by taking advantage of general sessions, breakouts, continuing education units, speakers and roundtables.  Even if the content in these ‘classes’ is familiar and known, it’s always good to “JOG” your memory and remind yourself of best practices.

When you’re working out at your gym, most of us are good about carrying water and “STAYING HYDRATED.”  Ditto on the show floor.  Convention centers are very dry.  Without realizing it, by staffing a booth for hours or walking “LAPS” on the show floor up and down the aisles your body and mind require extra water.

Whether you’re at the gym or exhibiting at a tradeshow, you want to sweat!   Exercise resulting in a good sweat is healthy.  “SWEATING” the details of your exhibit marketing program allows you to do the “HEAVY LIFTING” and meet the responsibility of representing your brand at a time and place where your best customers as well as best prospects are all present.

Grunting, loudly exhaling, encouragements from your spotters are all sounds one might hear at the club.  Similarly, on the tradeshow floor the organizations that get the best results “MAKE SOME NOISE.”  They are noticed, talked about, stand out and others want to emulate their results.

You can and will burn calories by building a trade show booth, walking the floor, participating in the golf tournament, or taking advantage of the hotel’s workout center.  And like your regular workout, when it comes to attending or exhibiting you should “MAKE IT FUN.”  Many should explore ways to “LOSE WEIGHT” by reducing the cost per hundred pounds of weight (c.w.t.) for your tradeshow materials as this will also save significantly on your drayage budget.

Working out can be a great way to “GET A LEAD” on your day and tradeshows are great ways to get leads that will propel your business further.

WWEAs you prepare for your future event and trade show planning, learn from your peers in the What’s Working in Exhibiting Benchmarks and Best Practices white paper. Learn how exhibitors have improved results, stretched their budgets, and reduced risk. Click here to request you free copy and learn more.

About the Author

Steve Hoffman, President of Skyline Exhibits & Design, Inc. has spent almost 30 years in the selling and marketing of marketing products. Following a successful career in the TV Program Syndication business, he joined The Holt Group/Skyline Displays as a Marketing Consultant, then moved into management, ultimately purchasing a portion of that company. He is the author of "The Reality of B.S. (Big Sales...That Is)." Steve is dedicated to helping his South Carolina trade show displays clients achieve their worldwide exhibit marketing goals while improving their efficiencies, too.

3 responses to “Trade Show Marketing Can Help You Lose Weight

  1. Great post Steve and I recently saw the power of “make some noise” at AIBTM in Baltimore. All the exhibit booths were packed with people when all of a sudden you heard this strange sound. What you saw was about 100 people stop whatever they were doing and flock to the source of the sound.

    The sound happened to be from a didgeridoo being played by an Aboriginal man in full ceremonial body paint in the Visit Australia booth. If you’ve ever heard the sound you’ll know why people were drawn to it. Exhibitors in the middle of destination presentations left their booth with their clients to see what was going on.

  2. Traci:

    Your example reminded me of something we’ll discuss with clients when designing an exhibit environment….Most of us have “5 Senses” and appealing to more than just ‘visuals’ can be very beneficial on a show floor.


  3. Its quite true sense for an Business Trade Booth Sales Folks to stay & look energized!!

    The inter-personality health & mind of trade booth sales folk reflects TRADE BOOTH active-on-toe, in-directly proportional to attract visitors. Where the Trade Sales person appears as primary product and the rest business sales deal & leads counts secondary.

    Thanks Steve!

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