by Brad Smith
I recently had an experience I’d like to share. I got a call from the guy who mans the trade show booth for a small division of one of our clients. He wanted to get some new graphics done for his display. After I showed him that what he had in mind was way too much information for a small display, and how to simplify the messages and content, he said:
“Looks great. Get me a price we can live with and we’ll go from there.”
Wait a minute. Let’s put things in perspective here.
What’s the value of making a good first impression?
What’s the value of communicating a professional image?
What’s the value of standing out in a sea of small trade show booths?
What’s the value of having a potential customer stop at your booth, versus walking on by?
What’s the value of making a sale? And the future value of repeat business?
What’s the value of the lost sale? How do you put a value on business you don’t get?
What’s the value of the booth visual, versus the cost to the company to rent the space, send a person to the show, pay him, feed him and put him in a hotel for three days?
I’ll bet you’re thinking this client thought the price was too high. His boss, twice removed from the process but still the one making the ultimate buying decision, said “Sounds really out of sight for such a small project.”
Small?
Only in that it’s probably the smallest expense of attending this particular show.
Small? So’s the Nike swoosh.
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