So, I’m just back from two weeks at the Jersey Shore (thankfully no Snookie or Situation sightings!). It’s great to unplug and decompress and think about nothing, and then when your mind wanders, think about what you’re doing with your life, the nature of your work and the state of your business and industry. In my case, it’s trade show and event marketing.
Year end creates the artificially appropriate time to fill out your annual event marketing scorecard, so here goes. (Please rest assured this will NOT include any New Year’s resolutions!)
Smooshed! That’s the sound you hear as the face-to-face marketing worlds and the virtual universe collide! Maybe it’s also akin to the new “Big Bang” as the entire world is re-created into a new form of living, working, loving, communicating. Anything really. Very cool! Very exciting! And full of new opportunities!
Last week I attended Event Marketer Magazine’s Countdown Workshop in New York City. As always, I left with my head spinning and feeling a bit “dinosauresque.” But I took comfort in realizing that few people in the room (if any) knew much about what was presented. Most of us had the “deer-in-the-headlight” look by the end of the first session about entering the digital age for event marketers. The takeaways for this session, however, were well worth the time spent.
I spent six plus long days recently setting up and then working a trade show exhibit. Was the show a success? Depends who you ask. I survived standing on carpeted cement for 6 days, so by that measure my survival was a success. But how about the exhibitors? Did they walk away with results that made the collective $12,000,000 spent by the exhibiting companies worthwhile? Do they even know?
Ask any parent about the challenges of bedtime with a 4 year old and they will usually include a bedtime story as part of the nightly routine. If they’re honest they will also admit to skipping a few pages (or trying) to speed up the process. An attentive 4 year old will usually catch you in the act, resulting in having to go back and start again. I hated when that happened…
Comic-Con, Wow!, what a show! Two Hundred thousand plus attendees, half in costume, all looking for as many give-a-ways as they can cram into their oversized Comic-Con carry bags. In addition to the trade show exhibits, all crammed with interactive games, celebrity signings and of course free t-shirts, the attendees attend panel discussions featuring their favorite movie, cable & broadcast TV shows, and famous character artists. It was a typical retail, B-to-C show. But what can the B-to-B producers learn from Comic-Con? Plenty!