PLEASE DON'T EAT THE TASTY SAMPLES

Yesterday, I was a featured presenter at a trade show. After my session, I toured the exhibit floor to see all of the latest, shiniest, smallest, more efficient, new and improved offerings from the exhibitors.

An entire aisle was devoted to catering companies. It was a great opportunity for them to share a taste of what they do and wow potential customers who are starting to consider options for holiday entertaining.

One caterer obviously spent a lot of time creating their display, plating appetizers on a copy machine, spools of adding machine tape, and even the keyboard of a laptop computer!

But not a single person was sampling their scrumptious-looking morsels. Here’s why:



Hundreds of prospects passed by their table. Most everyone who saw the display stopped dead in their tracks to get a closer view. Then, at the moment of truth, the caterer said look but don’t touch...or taste! They didn’t even have an alternate supply of appetizers for sampling.

The goal of trade show marketing should be to get your product into the hands (or mouths, in this case) of as many potential purchasers as possible and, if they like what you do, they’ll probably buy from you.

Whatever you do, don’t put out a mouthwatering selection and say, "please don't eat the tasty samples."

Comments

[Dave W.]

Amazing. Although I can understand the expense involved in giving away product to 'tourists', not to have samples for those who are potential customers is unreal. Even a low 'barrier for entry' like trading a business card for a substantial sample could filter out the masses and create a mailing list for those who choose to be engaged. Companies seem to try very hard to turn away sales...