SCHWARTZ CROSSROADS

Learning from Bissel - A Trade Show Master

Over the years, I have probably been to hundreds of trade shows. My clients frequently ask me what I think of trade show/Expo X and if they should exhibit/speak there.

To me it always boils down to:

• Who will be there?
• Will  you have a chance to engage meaningfully with prospects (and the media/bloggers)?
• How crowded will it be?
• What commitment is involved.
• How much will it cost?

This weekend I ran across a company that deserves praise for picking an absolutely perfect trade show for them - Bissel.

I took the family to LEGO Kidsfest. A three day 140,000 sq. ft. LEGO extravaganza.

One of the exhibits was "Big Brick Pile”  a 50x100' file of LEGO bricks. At the end of the pile Bissel was there demonstrating the power of its Super Sweep Turbo (it is not a vacuum) to pick up LEGO bricks of all sizes.

Kids were lining up to use the sweeper, pick up bricks and dump them out again.

This is a great example of experiential marketing where the company identified a use of its product, and provided prospects a chance to try it in a real work environment. The Bissel staff was also handing out coupons and explaining the three different stores you can purchase the product at.

What really drove this home to me was after my four year old swept up LEGO bricks for the third time and almost go into a fight with a six year old over who got to pick up the bricks next - My wife turned to me, grabbed me by the collar, looked in my eyes and told me "I don't care about the 'husband rule' that says 'thou shalt not buy your wife appliances as a gift.' I want this. I want this. Do you understand me?"

I am positive my wife was not the only person with that reaction.

So a tip of the hat to the Bissel marketing executives, and a story for all companies to think about. Does your trade show participation and display create that type of reaction from prospects? If not, what can you do to create that scenario.

Posted by Mark McClennan on December 5, 2011 at 9:24 AM