Do you go to trade shows or exhibitions to promote your company or product? If so, here is something NOT to do: Hire part-time staff to run your booth.
Last week we were at an expo and stopped at an "eye care" booth to inquire about their services. We looked at their information and asked where they were located. The person talking to us did not know, so she asked the other person at the table who knew the first word of the road but not the second. So, I called out the actual name of the road, and they said we were correct. No, we did not win a prize!
Next, we asked them a crucial question: "Who is the doctor who performs the "eye care" procedure?" Their answer, "Not sure who does them at this location." The person then proceeded to ask us if we wanted to sign up for a chance to win a free "eye care" procedure or $,1000 off. We showed them the pamphlet they had given us and said, "Thank you, but this is all we need for now," and walked away.
Do you think we will ever visit that business and pay over $3,000 for their service? No!
Remember, when you put someone in a shirt with your logo and have them interact with potential clients, you have one shot at that first impression. All the advertising and branding this company had done to reach me, was just wasted in a 2-minute interaction with some people they hired for the weekend to run their trade show booth. They would have been better off not showing up at all.
~ Allen Jernigan, CEO
My Marketing Department, Inc.