Posts Tagged ‘trade show opportunities’
Written by Ken Newman on 06 October 2011
I almost didn’t write this. I wasn’t interested in simply firing off an angry rant about a bad trade show experience. I told myself, “If I’m just venting, I don’t have to do that in a public forum that’s meant to be for the benefit of others.” So, I waited a bit until I had something constructive to say—something that might save a company planning a trade show from having a whole lot of their preferred guests screaming at the top of their lungs (literally) for an explanation.
Think twice before you "turn it up to 11."
And that something is this: No matter how awesome you think something will be—no matter what brand or company image you’re looking to present—you cannot afford to lose sight of the intention of that event.
Here’s the backstory: I recently worked a high-tech trade show in Las Vegas and was doing a presentation for my client at the opening reception. This event was billed as a tremendous soft marketing opportunity—a chance to meet with potential clients in a more informal setting with food and beverage … and best of all, no competing events. Just a nice stretch of quality time before all the trade-show craziness begins.
And you know, they delivered: The food was great. The drinks were flowing. The people were receptive. And just when I was in the middle of a presentation with a large crowd of interested and attentive guests, just when our booth staff was having some meaningful one-on-ones with potential customers … BOOM! Rock music begins roaring from our end of the hall (where, ironically enough, the “preferred” booths happened to be). CONVERSATION? Not a chance! It was unfathomable. People were furious and trying to find the show planners to complain. Meanwhile, this 10-piece rock band was blasting away … and blasting away any opportunity to do business. And yes, they played for an hour, virtually hijacking the evening.
This was supposed to be a soft-marketing opportunity; a chance to get together and connect with people. It was not meant to be a rock concert.
Sure, have a jazz quartet. Have an acoustic guitarist. Or, tell people there’s going to be a fantastic rock performance after the reception, “so stick around!” But don’t charge people a ton of money for preferred booth location, provide everything they need to conduct highly valuable discussions … and THEN make that completely impossible by cranking the band up to “11”!
When planning an event—especially a client reception—be very careful that your entertainment doesn’t prevent business from getting done.
We were there to do business. They were there to rock our socks off. And they wondered why folks complained …
Tags: common sense, events, exhibitors, rants, trade show opportunities
Posted in Lead generation & follow up, Trade show news & trends, Trade show presentations | 2 Comments »
Written by Ken Newman on 24 May 2011
If no one knew who you were, how would you present your brand?
It’s a powerful question for anyone to ask, but it’s especially potent for companies that have been around a long time. What if this was your very first trade show … What if no one knew a thing about what you do or what you stand for. Everything is brand new and shiny: The slogan is new. The identity package is new. The product positioning is new. Consider it a corporate time machine, and you’ve got the key.
Now, what would you do? What would look different? What would sound different? How would you want the public to perceive you? This isn’t just some team-building exercise; it’s an opportunity to see your company image honestly and reflect on what it might be. The road is littered with the wreckage of companies that got complacent. What does the startup in you want to do?
_________________
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: Brand image, time machines, trade show opportunities
Posted in Booth design, Booth staff, Trade show news & trends, Trade show presentations | No Comments »
Written by Ken Newman on 11 April 2011
I am now halfway through a two-week stretch of trade shows: ISC West is just ending and NAB is underway. Both are in Las Vegas, as are two shows upcoming in May. Under the circumstances, it seemed only fitting to share some Sin City Survival Tips. Here’s my Top 10 “don’ts” that will make sure you DO have a great trade show experience. I hope it helps you one day:
10) Don’t be fooled. You’re in a desert.
With all the glitz, technology and marvels of architecture, it’s easy to forget where you really are … but your body won’t. It’s dry. Really dry, and your eyes and lips know it. If you wear contact lenses, try to avoid wearing them all day and night, keep a Chap Stick with you at all times, and most importantly, hydrate! (I don’t mean the free drinks.) You need tons of water. Buy water when you land. Drink it before you even get to the hotel. You’ll never know how dehydrated you are until it hits you like a freight train. You’ll lose your voice, or maybe even consciousness! Hydrate.
9) Don’t go overboard.
There’s no sense telling you to avoid the Vegas nightlife. That’s part of the Vegas experience. But for your own good, all things in moderation! There are no clocks, no windows and seemingly no exits all for a reason: They don’t want you to leave … ever. So often people leave the trade show floor with the words, “I’m just going to play a little craps/poker/slots” and never return. Seven free drinks later it’s 3 a.m. when you need to get up at 7. Give yourself permission to have a good time, but make sure you can easily work and function in the morning. Ultimately, you’re a company representative—with or without a hangover.
8 ) Don’t break the bank at dinner.
It’s oh-so-easy to spend $500-600 bucks at dinner at one of Las Vegas’ amazing celebrity restaurants. Just know: There are equally wonderful eateries just off the strip at a much more reasonable price. It may not be as “glamorous” as that rock star chef’s destination, but it’s great food at a fraction of the price. Yes, you’ll find world-class dining right outside your door, but if a $500 meal is beyond your per diem, take advantage of amazing affordable places just out of the way.
7) Don’t stay in one place.
There’s much more to the area than just casinos. With just a short drive in your rental, you’ll find beautiful locations and activities away from the excess of the strip. A simple Google search will set you up with a daylong itinerary, if you like.
6) Don’t leave your casual shoes at home.
Comfortable shoes is the key to a successful Vegas trip. At the bigger trade shows, it’s not uncommon to wait … and wait … and wait for shuttle buses or cabs. And if you have casual shoes, you also reserve the option to walk back to the hotel. It’s a great way to de-stress when you leave the exhibit hall. This is a really crucial point: When in Vegas, you go from the din and electronics of the trade show floor to the din and electronics of the casino to the din and electronics of the hotel, with its slot machines and all. It’s never-ending, unlike anywhere else, where you can leave the trade show floor and find some peace and quiet. Walking back to the hotel will create some space and time between chaotic destinations.
5) Don’t exhaust your funds on high-priced entertainment.
We all want to see Blue Man Group. Most of us want to check out Cirque du Soleil. Some of us love those big-name magicians, um, I mean, illusionists. It’s understandable that while in the area you want to check out some of the very special acts that call Vegas home. Just keep in mind that some of the best entertainers you’ve never heard of are also just minutes away. Talk to the locals. Find out who’s worth seeing. There are magicians and comedians and entertainers of all kinds who put on amazing shows for a lot less than the big names.
5) Don’t leave your food situation to chance.
It’s easy to come back from a trade show trip feeling physically “off” because of how badly or irregularly you’ve eaten. Rather than settle for trade show floor food, bring your own each day! When you pass a place selling really nice Paninis, grab one and throw it in your bag. Then, just as importantly, try to find a soothing place to eat. Oftentimes you can sneak out a side door into a really pleasant, sunny environment to eat and breathe real air! Think of it!
4) Don’t allow your trip to be only about “excess.”
All around you are some of the finest health care and gym facilities anywhere. You don’t have to be a hardcore athlete; just bring some gym clothes, ride the bike and listen to your iPod. It’s a great way to create some balance before or after your time on the trade show floor.
3) Don’t believe what you read.
Vegas obviously offers things other than alcohol. You’re bound to end up with, shall we say, some very “compelling” promotional materials when walking around. Resist. What they’re selling is not what it seems … and even what it seems to be probably isn’t legal!
2) Don’t forget to remove your badge when you leave the trade show floor. There’s nothing like having a full conversation with a very beautiful person only to realize that wonky nametag was there the whole time. No wonder they were smiling!
1) ___________________________________
I know you’ve had some Vegas experiences in your day. Tell me what I’m missing. I’d love to post a follow-up with all of your No. 1 suggestions. We’ll can all benefit from the mistakes and lessons-learned of our fellow trade show adventurers. What’s happened to you? What do you always do now when in Vegas? Let us know!
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: entertainment, experiences, Las Vegas, nightlife, trade show opportunities
Posted in Booth staff, Trade show news & trends, Trade show presentations | 1 Comment »
Written by Ken Newman on 01 April 2011
We all want a better trade show booth. We all want to be the hit of the show—the booth that has otherworldly magnetic pull and Gorilla Glue on the carpet keeping those attendees stuck in your space. And we all wish there was an easy way to make that happen.
Well, in some ways, there is! Although it might mean having to be a bit brutal with your booth.
The trade show floor gives you the best possible opportunity to see what works and what you can change. It’s a virtual Petri dish of booth experiments taking place—and someone has just discovered that trade show booth breakthrough. You just have to step far enough out of your own booth to find out what it is. That’s the beauty of it: You don’t have to reinvent the wheel; you just have to cruise the floor and see if there’s a better one out there.
Here’s what to do at your next trade show:
1) Get away from your booth. Literally back yourself against a wall if you have to, but get far enough away to be able to objectively observe attendees interacting with (or walking away from) your booth space. I know you spent a fortune on that booth or at least put a lot of love into it. But for a moment, disconnect yourself from your own brand. Imagine you’re just a random person walking the floor. Look at your booth. Do you have a clear idea what these guys do? Would you want to go in there? What are the people around you doing? Why?
2) Now walk around. But walk around differently than ever before: You’re not cruising for clients and prospects; you’re just an attendee strolling the grounds. Again, look objectively. Which booth looks most inviting? Where do you want to go? What’s pulling you? Is it interesting or entertaining? Is it a catchy message or flashy graphics? Is it a magician submerged in a water tank? What is grabbing you?
3) Keep walking. You’ll likely blow past lots of small booths with dispirited folks staring at their smartphones. No problem. Channel your inner tradeshow attendee. Imagine you’re on a quest for the ultimate giveaway. But, in this case, the “giveaway” you’re looking for may be the one brilliant idea that will make your next booth better.
4) Return to your booth, reflecting on your experience. On the way back, pay special attention to traffic flow and location. Now, granted, you may not have your choice of the prime real estate at the show, but you should still do some reconnaissance. Does the booth by the main entrance get the most traffic, or do people blow right past it to get deeper into the hall? Check out the booths near the bathrooms or Food Court. How are they doing? Is it worth considering positioning yourself next to some of the biggest players at the show? Or just to get as close to the Starbucks as you can??
5) Review this checklist, circling anything that really leapt out at you during your journey:
• Visual appeal (circle all that apply): The booth was eye catching. The lighting was visually stimulating. The activity drew me in. The live presentation was captivating.
• Flow: It was as if I accidentally strolled right into the booth and stayed there … or once I was in, something about the booth kept me there.
• Personnel: The booth staff members were engaging, smiling at me from afar, were interested in what I was saying and asked interesting, open-ended questions that kept me talking and learning.
• Location: I ended up in the booth because of what it was near. What was it near?
• Clarity & power of messaging/signage: The message made me stop in my tracks. It was as effective and memorable as a great highway billboard.
Go through this exercise. Pay attention. And you just might walk away with something that will make your next trade show the best one you’ve ever done.
I’m going to end this post with asking something of you: Post comments with your booth observations here. What did you see that worked? What can you change next time? What have you changed already that made a difference?
It could be after trying this exercise or just based on past experience. My goal is to compile a list of your responses and post it for everyone’s benefit. With your help, we’ll create a magical list of specific ways to improve your next booth.
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: booth buzz, Booth design, Booth staff, booth traffic, trade show opportunities
Posted in Booth design, Booth staff, Trade show giveaways, Trade show news & trends, Trade show presentations | 5 Comments »
Written by Ken Newman on 17 March 2011
What do your customers really want? If you hesitated for even a second before answering, we’ve got a problem. And what do your customers think about you in relation to that? If you don’t know, it can really hurt you.
Any trade show exhibitor should be able to instantly spit out 20 things that are driving their attendees (their potential leads and customers) crazy. I’m talking about real pain points, real needs and real solutions. It’s simple enough, but it’s shocking how difficult it is for many trade show exhibitors to respond.
The problem often is a disconnect between the people running the trade show and the sale personnel in the trenches who find out what people really want. Exhibitors know what the latest, greatest product on the floor does, but what is the relationship between that and the actual needs of the audience? And how can you know for sure?
The reality is, many companies’ trade show presentations never really get at what people are actually thinking.
What if every time a professional or product expert took to the trade show stage, they presented with the consumer instead of at the consumer? What if we dynamically gauged and engaged the audience to gain real knowledge and real market research data? What if we actually asked the important questions: Why are you here? What do you want? What do you really need? And what’s making your life miserable? What if we let the responses drive the presentation and post-show follow up?
It’s always more engaging to ask, “What do you think?” instead of “Here’s what we have.” People like to talk about themselves and express their needs. And the more you ask, the more you’ll be surprised by the answers. From there, you can begin to develop a marketing strategy that’s really based on what people want rather than what you’re trying to sell.
The bottom line is, attendees go to trade shows to find solutions for the things making their lives difficult. What better opportunity to really find out what they want!
Now, it’s not realistic to get up on stage and ask a million questions while taking notes and then go back to the office to tabulate it. But it’s very possible to take 3-4 key questions and get responses that will not only help you now, but also help you follow up later. Rather than cold calls and general pitches, you’re talking to consumers about their specific needs and offering specific solutions.
I have some ideas about how to do this in an affordable, elegant and fun way. In fact, the trade show world is my laboratory right now. I’ll have much more to say about this in the future. But for now, let me know what you think. Would you be interested in a process or technology that would help you poll or survey your audience in real-time from the trade show stage? Can you really be sure you know what your customers are thinking without one? I’ll be reading and responding to all your comments.
Tags: audience polling, lead follow up, needs, surverys, trade show opportunities
Posted in Booth staff, Going green at trade shows, Lead generation & follow up, Trade show news & trends, Trade show presentations, Trade shows & social media | No Comments »
Written by Ken Newman on 05 March 2010
Supercomm is no more. If you’re curious what that means for the trade show industry, be sure to read Part I on this topic. Today’s subject is the Top 5 Ways Show Sponsors Can Host a Successful Trade Show — and not have it become the next Supercomm or Comdex.
1. Treat your trade show like any other business. To succeed, a trade show needs to be well managed and cost effective. When a trade show goes under, the first assumption seems to be “there goes the industry.” That’s simply not the case. Shows die because they’re poorly organized, poorly promoted and poorly attended. Well-run shows are doing just fine.
In fact, some trade shows are exceptionally well organized. The timing is right. They host a two-hour cocktail reception on the first day so attendees can get a feel for everything without having to rush around. Visitors know they still have three more days to explore, so they can enjoy cocktails and hors d’oeuvres and socialize with friends and business associates. The trade show days have reasonable hours and there’s an absolute minimum of conflicting events.
It’s all the little things being done well that make for a successful show. The devil’s in the details, and that’s how many trade shows miss the mark. It’s about the quality of the experience for both the attendee and exhibitor.
2. Keep your exhibitors happy! Don’t schedule a rock-star CEO’s keynote during Prime Exhibit Hours. Exhibitors don’t appreciate sitting around in a ghost town — especially when with a little thought (and better timing) that keynote could infuse the trade show hall with more life and energy. In fact, here’s a radical idea: Why not schedule hours when the exhibit hall is open and NOTHING ELSE is going on: No general sessions. No eating sessions. No keynotes. No salsa lessons. Nada!
Thoughtfully limit the number of announcements that come over the exhibit hall’s PA system. Every announcement interrupts presentations and follow-up conversations, and an interruption by its very definition stops progress. Think about that.
While I’m on the subject, don’t schedule a wonderfully catered luxury luncheon somewhere else! Schedule a wonderfully catered luncheon at the venue and keep the leads inside the trade show hall. Exhibitors are paying a substantial sum for their trade show booths. Their investment needs to be worthwhile.
3. Publicize. A trade show is not a single event; it’s a process. You have to advertise and promote the same way you would launch a new product or garner buzz for a new downtown restaurant. Ask yourself, “What more can I do?” Opening night needs to come together and impress, as if there was a critic scribbling on a notepad somewhere in the room who was going to make or break your whole future with that one review. Make sure there’s ample staffing and ample direction. If you have one bad day, that’s a third of the trade show! Three bad days and it’s lights out.
4. Create the proper infrastructure. The hall needs to be set up in a way that’s easy for people to register, get in and get around. Think about the lines. Think about the traffic flow. And think about how much you enjoyed the last time you couldn’t find your car in a parking garage. A LOT of trade show attendees have this experience trying to find booths at some of the bigger shows. At one of the more popular Las Vegas events last year, I saw countless attendees wandering around clutching maps and looking like kids lost at Disneyland.
5. Make sure there is adequate signage. At a recent trade show in San Francisco, many exhibitors complained that traffic seemed to be a lot lighter even though attendance was actually up. Why? Turns out that a good number of attendees had no idea there were exhibits on the other side of the Hall! This could’ve easily been avoided by using little colored footprint decals on the floor leading the attendees to and from both sides of the event. When in doubt, add more signage, more guides and more information kiosks.
When attendees and exhibitors alike have an easy and enjoyable experience, they’ll come back. Overlook the little things, and you might be the next news headline.
Next week, we’ll return to the usual Q&A format, so click the big “?” in the blog banner and submit your itching trade show question or concern. This blog is for you, and your topic might just be the subject of the next post.
Tags: booth traffic, happy exhibitors, publicity, signage, trade show opportunities
Posted in Trade show news & trends, Trade show presentations | 4 Comments »
Written by Ken Newman on 10 December 2009
We recently participated in a major Chicago trade show that was not very well attended. In the pictures I saw online after the event, most booths looked like carpeted ghost towns. The writer of one story said you could have easily held a sporting event in the aisles. The only picture I saw featuring a massive throng of people happened to be a shot of our booth, during one of our live presentations. People were packing the aisle, and I remember thinking one thing: “WHEW.”
I don’t say this so much to toot the Magnet Productions horn as to illustrate an extremely important point: Having a live presenter made all the difference in our client’s success at this show. In fact, it was the difference between an empty booth and a full space clocking 2,000 leads (out of a trade show attendance of 7,000 total) … and this in a relatively small booth.
There were other live presentations at this show, and those booths had similar experiences. We heard comments like: “I didn’t understand why we needed a live presenter until today.” Another said, “Some people are already packing up, and we’re still packing them in. And this: “It’s not just that we got a ton of really good leads, it’s that everyone in the booth — our entire staff — had a really good time at that show. And that’s a first.”
You can’t predict the size of the crowd in these changing times, but you can protect yourself against a failed trade show experience. Think of it as preventative medicine: Booking a live presenter is like preventative medicine against an empty booth, ensuring good return on your money and good leads from the show.
When the trade show doors open and the first crowd comes through as a mere trickle, you know that you’re going to be in for a long three days — particularly if that trickle is on the morning of Day One! That’s exactly what happened in Chicago, with most of the booths staffed by people ready to pounce on anyone who came near. Pretty intimidating for a trade show attendee.
Instead, at our client’s booth, our live presenter would stop people in the aisles, offering to teach them a mindreading illusion.
“Come look at this! It’s amazing ! I am going to prove to you that we know EXACTLY what you’re thinking. And then, if you hang around, I’ll teach you how I did it.”
And attendees would watch … and then a few people would come by and watch them … and then some people would watch them … and then the presenter would take the stage and deliver our client’s message … to a standing-room-only crowd.
What I think it comes down to is this: Trade shows may be seeing a drop off in the number of attendees. But this doesn’t mean that you shouldn’t exhibit. What it DOES mean, is that when you DO exhibit, make it count! If, for example, you are committed to a show that is only going to be attended by 7,000 people, you’re not going to want to come home with just 50 leads. The best medicine to prevent that is to have something going on in your booth that will make it THE place to be. And that something is a live presenter.
Tags: booth buzz, Booth staff, booth traffic, live presentations, trade show opportunities
Posted in Booth staff, Trade show news & trends, Trade show presentations | 3 Comments »
Written by Ken Newman on 10 November 2009
Hey Newman, I know that Twitter is great for letting people know insignificant details about my life, but what about trade shows? Is it really worth tweeting about THAT? –Richard in Chicago
Let’s talk about utilizing Twitter within the throes of a trade show. Preferably, you’ve spent months really connecting with key people through your Twitter stream, building brand awareness and building your follower count. But that time has passed. The trade show is now. So, what can you do to harness this new cool tool?
→ First off, start promoting the trade show before it happens. A series of 140 character tweets at regular intervals starting a month before the event will build excitement and interest.
→ Don’t interpret 140 characters as a limitation. In the trade show space, it’s something that can easily be used to your advantage by keeping your message short and sweet.
→ Leverage your trade show giveaways by tweeting about new free offerings every hour: “Come by the [company] booth within the next 30 minutes for a free T-shirt and other goodies.”
→ Give regular updates: “Author of important new book on Internet security will be speaking at the [company] booth in 15 minutes and signing copies.”
→ Direct Message followers you know to be at the trade show that you’d love some face time with. Leave them a breadcrumb trail of sorts to finding you.
→ Also use Twitter messages to follow up with people who did stop by the booth to gain some extra traction and clue them in to more information: “Thanks so much for stopping by the booth. Check out http://bit.ly/14jYU0 for more info on our trade show staff training services!”
→ Use hashtags to show up in the trade show stream. That way, those who search directly for feeds relating to the trade show will see your messages: “#INTEROP presentation about to begin! Run to the guy spinning plates and grab a seat.”
→ Lastly, help one another and foster goodwill: I was at the National Association of Broadcasters Show and someone realized he didn’t have the necessary connector to use his wireless headset mic. He tweeted his troubles, and 10 minutes later two people showed up with the connector he needed.
This works! So, go tweet your little trade show heart out.
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: booth buzz, targeted giveaways, trade show opportunities, trade show trends, Twitter
Posted in Lead generation & follow up, Trade show news & trends, Trade shows & social media | 3 Comments »
Written by Ken Newman on 04 August 2009
Hey Newman, how long is too long before following up on trade show leads? Something tells me I’m not going to like the answer. -Robert in Palo Alto
Robert, three-quarters of the leads generated at trade shows are never followed up on … and when they are followed up, it tends to be way too late. So, what does that mean for you? It means don’t bother to spend the money on lead generation if you’re just trying to impress the people in the next booth with a big statistic. Those 2,000 leads you got don’t mean anything if you don’t do something with them.
It’s essential you have a mechanism in place for when you’re receiving the leads, whether that’s using barcode scanners or a little Q&A afterward to ascertain if this lead is something worth pursuing over the next week, two weeks, month or year. You need some way of categorizing your leads as “HOT,” “warm,” “cold” and “dead fish.” (Well, maybe not the last one.)
Take those leads and, for example, send each one a postcard with a funny photograph from your presentation. People aren’t very accustomed to getting real mail anymore, and sometimes that can be far more attention-grabbing than just seeing another e-mail in the inbox. But at least promptly send an e-mail with a memorable photograph in it. Thank that potential customer for coming by the booth. Tell them you really appreciate it—and have that note waiting for them Monday when they get back from the trade show.
First contact should come within days of the trade show’s end. When two or three weeks or God forbid a month goes by without contact, you just end up lumped together with all the other SPAM.
I use a postcard as an example of something that makes people stop and take notice. When I get a postcard I say, “Wow, that’s amazing. I haven’t gotten a postcard in a long time.” It will make me not want to throw it out, particularly if it’s a funny image that makes me laugh. And when it’s flipped over, there’s just a quick note:
“Thank you for stopping by the booth. We’ll get in touch within a week or so to follow up.”
It’s just a warm way to reach out to people. Warm is good. Prompt is even better.
People go to such lengths to get traffic in their booth—renting the leading scanning devices and hiring crowd gatherers … and then it either all sits untouched in a database or collects dust as a stack of business cards or filled-out lead cards. Somehow, nobody does anything with them after putting in all that initial effort. Worse, they’ll group them by territory and send the info out to their sales staff, who expect these to be qualified leads. But after a few phone calls those salespeople realize these were just a bunch of people who stopped by to get a T-shirt. They’ll quickly feel like they’re wasting their time and stop making attempts, which ultimately throws out the good with the bad.
That’s why they need to be categorized as real leads, as opposed to just inflating the body count. Sometimes you’ll know immediately when you have a hot lead. In those cases, there’s no such thing as getting hold of somebody too soon. (Well, let them de-board the plane and get home first.) But there’s nothing better than arriving and finding a note waiting for you.
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: lead follow up, lead generation, qualified leads, trade show opportunities, trade shows
Posted in Booth staff, Lead generation & follow up, Trade show news & trends, Trade show presentations | 7 Comments »
Written by Ken Newman on 14 July 2009
Hey Newman, I saw your Live Presentations post. So what’s the deal with PowerPoint? -Ray in Oakland
Well, Ray … simply put, don’t use PowerPoint. I’ve seen more PowerPoint used badly at trade shows than anywhere else. Even a tight, concise presentation can be sabotaged by poor PowerPoint usage. It’s just not enough to throw up bullet points, text, graphics and beauty shots of the product. That’s exactly what it is: throwup. The audience’s eyes glaze right over—especially if you’re reading from the PowerPoint as if it were a TelePrompTer.
The only time to use PowerPoint is when there is something you have to show that words cannot adequately describe. Use it for counterpoint, irony, humor and surprise. I started off a recent live presentation with a 60-slide PowerPoint presentation. Sixty real, honest-to-goodness slides about the company. But it was a joke. I put those 60-slides on automatic at overdrive PowerPoint speed. The whole thing ran about eight seconds from start to finish, with frenzied music underneath. At the halfway point it stopped and said, “YOU’RE GETTING THIS, RIGHT?” Then it did 30 more slides with an epic music finale and one final slide that said, “ANY QUESTIONS?”
Can you imagine the applause? Can you imagine the additional applause when I told the audience we weren’t going to do anything like that? Ultimately, I did use PowerPoint during the presentation, but only for exquisite images from nature that enhanced the storytelling.
I tell my clients all the time that if you hired a compelling presenter, you want the people looking at that presenter. You want me to make contact with your audience-to look them in the eyes and tell them that company’s story. You don’t want their eyes shifting back and forth between me and the screen because that will dilute the message completely.
PowerPoint is not effective; storytelling is effective. If you use juggling, magic, plate-spinning or humor to tell that story, it’ll trump PowerPoint every time.
Do you have an industry-related question you’d like answered on “Hey Newman”? Send him an e-mail and get your inquiry answered on the blog.
Tags: connection, live presentations, trade show opportunities, trade show trends, trade shows
Posted in Trade show news & trends, Trade show presentations | No Comments »
