Have you ever watched a television commercial and then thought to yourself: “What the heck were they selling?” Or, how many commercials have you seen that had little or nothing to do with the product they were selling? Further, how many times have you watched a TV commercial (like a satellite television service, for example) and then received an ad in the mail from the same company with a completely different (or conflicting) offer or message? It’s a bit humorous sometimes, very ineffective, and definitely annoying…wait, I forgot: commercials are already annoying by nature. Well, the same can happen with your trade show marketing intent, so you must be extremely careful.
Here are some items to consider in the planning and execution of your trade show message strategy.