You’ve heard the phrase “think outside the box.” But in the
tradeshow world, sometimes it makes more sense to think inside the box.
In many cases, it does make sense to think outside the box. Which means, generally,
to do things you don’t normally do. Turn it upside down. Work backwards. Do
something random.
But tradeshows have so much riding on them that the more you have a plan and the better you stick to it – with minor deviations as warranted – that it pays to stay inside the box.
Make the plan. Execute the plan. Stay inside the box.
While you’re making the plan, many weeks or even months before the tradeshow, that might be the time to think outside the box. What can you do that’s different? What your competitors aren’t doing? What might be an activity in your booth that attracts people? What kind of different ways you can think of to promote your appearance?
During the brainstorming and planning phase, come up with as many different and unusual approaches you can think of that might help you stand out. But vet them. Test them. Make sure they are practical and can be executed as flawlessly as possible. Then, once you have something in place, iron out the rough spots and prepare it for the show.
And once the show starts, don’t stray from the script unless there’s agreement among the principals that it’s a good move. Otherwise, work the plan, take notes on how it went, and make adjustments for the next show.
Thinking outside the box isn’t a bad idea, in fact in many cases it’s a great idea. Just know when and where to do it. The tradeshow floor where thousands of visitors are passing by, where competitors are putting up their best, is not the place to wing it.
