Catching An Eye at the Motivation Show

As the Motivation Show nears, supplier exhibitors are plotting ways to coax passerby into their domains to, at the very least, give them a peek at their wares, or at the very best, close a sale. Thousands of attendees are expected at this year’s show, held Sept. 27-29 at McCormick Place in Chicago.

PROMO P&I asked some of the industry’s top distributors what grabs their attention in an exhibit hall filled with row upon row of suppliers hawking new and old products, and just what really gets them to stop in and spend some time.

PROMO: As a distributor, what catches your attention in an exhibit hall filled with hundreds of supplier exhibitors?

Mike Paulus, chief marketing officer, Proforma, Inc., Cleveland, OH
It’s a couple of things. One is pre-show activities: people who are putting a mailer and/or an offer in front of distributors prior to the show so people are already prepped to go there and look for them specifically. The second thing would be reputation. People who have worked hard, built their brand and built up a reputation typically will have name recognition. I know they’ve got quality stuff and I want to see them. The third thing is distributors typically have specific needs. They’re looking for someone who offers something very specific and they’ll ferret those people out. But when feet are actually on the show floor, the thing that attracts people is a professionally presented image, certainly not overly cluttered, a straightforward presentation that is clear [about] who you are and what you’ve got to offer.

Terry McGuire, VP-marketing, Halo Branded Solutions, Sterling, IL
Booth size and design will draw me toward a booth, but doesn’t ensure I will go in. Many of the large brands at the Motivation Show have large, well-designed booths that tell you who they are, but don’t invite you to stop in. I’m usually drawn to those that practice what we preach. People that offer tradeshow giveaways that tie in to their products or theme will cause me to stop and learn more. If you have a nice booth and just sit in a chair watching people go by with nothing to give them to remember you, you shouldn’t have wasted your money to exhibit in the first place.

Marvin Baida, COO, CorpLogoWare, Miami
I’ve spoken to many a supplier who tells me the show is slow and distributors are not stopping by their booth. And I have told [them to ] be active and aggressive and get off their chairs and go and bring the people in. So many people complain that they don’t get action, yet the ones that do are the companies that market themselves aggressively prior to a show and during the show by advertising their booth and dragging people into their booth with exciting new ideas. For example, one company that sells apparel has young, very attractive girls wearing its thongs and shorts and midriff shirts and his booth is packed all the time. Another company had a monkey in its booth, which dragged people in. You have to think outside the box if you expect people to stop in your booth.

Barb Wells, Senior VP-Marketing, American Identity, Overland Park, KS
What I primarily watch for is a professional, well-organized booth. The company name needs to be prominently displayed so it’s easy to find. It’s beneficial when the supplier showcases their new and unique products near the front of their booth. It’s also important that the supplier’s catalogs are easily accessible without having to request one. Those suppliers with busy booth traffic obviously need to plan the booth layout well, allowing visitors to easily move around and see/touch product displays. I watch for those suppliers that utilize retail looking displays— that are clean and categorized. Another important enticement to enter a booth is the free samples. Suppliers that encourage potential customers to try out their products make a positive influence on me. Once I am in the booth, I expect to be greeted by a professional company representative— that is aware of my company and recognizes that I am a leading player in the industry. I want to make sure I utilize my time efficiently while at a show, so to talk with someone who is well versed on the product line is a must. I am looking for a quick review of the new items and someone that can answer my questions immediately. If I have a previous relationship with a representative from the supplier company, it makes a big impact to have that individual seek me out once I enter the booth. Basically, it comes down to professionalism, product knowledge, awareness, and organization.

Don Shaft, Gary Mandel Promotional Concepts, Inc., Santa Monica, CA
For me the obvious answer is new designs— the run-of-the-mill merchandise. When I attend the PPAI show in Dallas I always start down stairs where you have the new companies trying to get their product out to market.