Successful Trade Show Marketing Part II

In part one of our two part series with Tobias Eichberg we learned how important it is to pick the right show (not all shows in your category are right for you), how to get the right people to come to your display or booth and how to figure the real costs of a trade show.

In this second part Tobias talks about how to conduct a successful visitor interaction, what makes one booth stand out over others and the critical process of following up, quickly, with those people you spoke with.  Once again, Tobias Eichberg from Eichberg Consulting:


To make contact with Tobias and Eichberg Consulting head to his website.  And, remember, with new technology, you can have several sessions with him using the Internet.Minimal Booth   If you think your trade show world is stuck.  Let's talk...

Just for fun...I must stick this photo here.   This is Ashok Singh Garcha of Safe Engineering.  He won my annual "Impress Them With A Minimal Display" award several years ago at a trade show in New Orleans.  Ashok came with his "stuff" packed in his pockets.  "Why bring so much?"   Actually, his booth didn't ship...but you have to admit it's pretty cool and, in a way, it sure does focus attention on his...product.

Thanks for finding us...  I monitor Twitter:  @InsightADV or @MichaelLibbie or @RuralLifeRadio  And, as always, if we can help settle your "trade show woes"...let's visit.




Trade Show Marketing - Tobias Eichberg

While at the Farm Equipment Manufacturers Association Spring Management Clinic inFEMA Showcase Kansas City I made a new friend who shares my passion for doing trade shows...right.  This is Tobias Eichberg a marketing strategy consultant for trade shows and agri-business.  He once headed the world's largest agricultural equipment trade show, Agritechnica based in Hanover, Germany.  With 3.5 million square feet of covered display space, 18 halls and over 350,000 visitors he has the experience to share ideas with you.  If you wanted to compare sites, The National Farm Machinery Expo in Louisville is about 1/4th the size of Agritechnica.

Here is the first of two parts where Tobias talks about the most common misconception of "doing" a trade show, knowing which trade show to attend, the real costs of a trade show and getting people to your booth...


Tobias is Eichberg Consulting and he's got plenty more where this comes from.  Tomorrow we'll focus on visitor interaction, what makes a great trade show booth and remembering to follow up the leads.

To my friends at FEMA both the Regular and Supplier Members, I hope this series is helpful as you make plans for future trade show activity.

A reminder that I monitor Twitter:  @MichaelLibbie or @InsightADV or @RuralLifeRadio. You can also view my LinkedIn profile here.  Thanks for coming by.



Getting Noticed by Being Different

Last week the 55th Annual Iowa Farm Power Show came to Des Moines.  Over 19,000 people attended the three day event and our client, Calcium Products, Inc. was able to make an impact on thousands of them by being different.  Why?Flo on Bus 1 web

(Go ahead and click on the see them larger.)

While most companies (there were 640 displays) simply show up, put up a display and sit there hoping somebody will notice...we get aggressive.  We figure that if we're going to spend the time and money to attend a trade show where thousands of our target customers are going to be we should ramp up new and different ways to get their attention.

Booth Shot w Flo web Calcium Products sponsored the free shuttle buses, as we've done for the past three years, but this time we did a little extra.  In the past we've had a video running for the 8 minute ride from the free parking to the front door of the show.  Nice...but not enough.

This year we took "Flo" the spokesperson for Calcium Products and worked the crowd from the time they got on the bus until the drop off.  (Actually we had two "Flo's")  Then thirty minutes before Craig Dick moderated a soil science seminar we pulled "Flo" in to work the crowd and get them to the event...which was held just down the hall from our booth.Flo Working Crowd web

The result...we had the chance to talk to thousands of people...many, many more than the 40 or 50 a day that "might" stop by a static booth.  Oh, and the side benefit?  The images stay with the attendees and we continue to push the relationship without hurting the image or the brand.

So, what is your company doing to stand be get noticed?





Sunday Morning Coffee - January 10, 2010

It's a habit...sitting down with friends and sharing some Sunday Morning Coffee.  Not a bunch of business just a look back and a glimpse forward into the new week.  Enjoy and,Coffee Cu ps as always, I'm interested in your thoughts.

When was the last time somebody told you it was a "blessing" to do business with you?   Me either.  But that's what happened this past week when my bride checked into a Super 8 Motel in Lamoni, Iowa.  That got us to thinking, "What if...what if we looked at every business relationship with that attitude?   Here is the original post... 

Back when we had a much kinder political climate I was avid with my opinion.  But, now that all of politics is hateful, mean spirited and has the charm of gorilla warfare I pretty much keep quiet.  I figure I'm not going to change anybody's opinion and hysterical rants are best left to others.  But I have to offer a suggestion to Dave Funk who is running for Congress in Iowa's 3rd District against incumbent Leonard Boswell.  Dave, smile more.   Really.   Saw you and Doug Mitchell (Operation Red State) at Panera Bread during Central Iowa Bloggers on Friday morning...  I know that what you are doing is serious but scowling at everybody you make eye contact with may not be the best way to influence folks. ;-)

They say we might reach 35 degrees this there is something to smile about. 

Next week I get to speak to members of the Urbandale Chamber of Commerce about marketing, advertising and why social media is one of the tools they need to use.  The vast majority of the small business people attending will be confused and dismissive about the topic. Until I finish...sounds like fun!

Last week, because of the blizzard, we had to cancel a Des Moines based meeting for members of the Farm Equipment Manufacturers Association (FEMA).  I made mention of that on Facebook.  Except I didn't spell out the actual name.  That prompted several to quip that if a little Iowa blizzard forced "FEMA" to cancel a meeting, "what would they do in the face of a hurricane?"  We would built hay machinery...not sure what THEY would do.  (See...another reason to smile!)

Staying on "farm" for just a minute.  This week will mark the debut of AG CONNECT aAg Connect Logo brain child of the Association of Equipment Manufacturers (AEM).  The idea is to put on an "international farm equipment show" in Orlando before and between other major farm shows like The World Ag Expo in Tulare, The National Farm Machinery Show in Louisville and AgriTechnica in Germany.  Prediction:  It will fail. (My opinion only...)  You see, unlike the construction industry, think Con-Expo the massive show produced by AEM, the farm show industry is very mature with at least a dozen huge events each year.  Adding another expensive show to the   We don't think so...but they do win in the "website battle"...very cool logo as well.

Dear Treasury Department: "Thank you for the 2008 income tax refund check in the amount of $461 that came the second week of 2010. You guys have been pretty busy sending huge checks to everybody from AIG to Wall Street to Detroit so I can understand why it took so long.  One question:  Can you send more?"  ;-)

I was listening to Bob & Tom last week and they had this survey from Cosmo:  "The Top Five Things Men Notice about Women in the First Ten Seconds".   1) The Smile (see Dave!), 2) The Hair, 3) The Makeup, 4) The Purse, 5) The Cleavage.   THE PURSE????   As one of the guys said, "They must have polled gay men!"  Ya think?

That's it....have a great Sunday.  We're back with more business stuff tomorrow.  In the meantime you can connect with us on Twitter:  @MichaelLibbie (personal & business), @InsightADV (business baby...all business) or @RuralLifeRadio (our love for all things rural). Take care...and smile dang it!

























Less Is MORE

Those of you who follow us know that we've long held to the idea that "Less is More" when it comes to print, electronic and visual advertising.  There is nothing worse or more of a turn off than trying to cram 45 seconds of copy in a thirty second radio or television ad.  Beyond  being silly it turns off the consumer.  And, if they don't "get it" why did you spend the money?  Same goes for print ads, blogs and even business invitations.  Stop alreadyCalcium_Products_tradeshow_display-small with all the garbage!

This week we ordered this trade show booth for our client Calcium Products.  It's 20' long and, if you count the number of words on the display you will get all the way to...SEVEN.

What is the message?  Ag yield is critical and how do you get there?  The soil!   And, we used a familiar "spokesperson".  At trade shows you have less than 2.7 seconds to make an impression and even less than that on billboards.  So this makes sense.

Critical Reality:  The display doesn't "sell" that is the job of "salespeople".  The reason we have displays is to lure folks to the facts.  So...please stop being verbose and engage your customers with people.

Thanks for reading!

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can keep up with us on Twitter, @MichaelLibbie or @InsightADV for our FACEBOOK account well now you know. a last resort, head to our website,