We all know that social media is absolutely essential to your marketing, advertising, and overall communications.   And we all know that it’s essential to trade show marketing, right? Maybe you’re not convinced.   In fact, you shouldn’t be.  Just because everyone is talking about social media, doesn’t mean that it’s particularly useful for trade show strategy.  In fact, there are a few myths out there that may be turning you off to the really useful parts of this very flexible form of communication.

Myth #1: You have to tweet on twitter ALL the time.

Some say every three hours.  Some say more.  But seriously, it’s not that important.  Having a Twitter account can be a great way of connecting with people in your industry, but no one is waiting for your tweet.  Think about a tweet as a sign held up on the side of the highway.  A lot of people are going to see it briefly and then it will be gone.  So tweet away, when you can and when you have something important to say — something that will make your audience click to read more.

Myth #2: Social Media is Casual So Let It All Hang Out

Social media is casual…when you’re talking about what movie you just saw or what your 1 year old just did.  But business is business.  Keep the message focused on business and the benefits your can bring to customers.  A new solution to will reduce inventory costs by 20% just revealed at Pack Expo — that is going to get attention with no bells and whistles.

Myth #3: I Have to Be Entertaining

If you’re in the entertainment field…yes.  Stick to the benefits and include where and when your audience can get more information or talk to you personally.

Myth #4:  My Company Needs a Blog / My Company Doesn’t Need a Blog

Your company needs a flexible form of communication that can be updated from trade shows to keep information relevant.  Blog technology provides that medium, but you don’t need to brand it as a blog.  Just add that element of flexibility to your site and load in information on sales, news, and special events.

Myth #5:  Everyone’s Talking, So Should I

In LinkedIn, online discussion groups, Twitter, blogs…you name it — there are people chattering.  But there is very little actual engagement.  If you read and listen to what customers are looking for in your industry and then if you’re able to actual engage them in a dialogue…you’ve done something very special online.  And that will be reflected in how customers perceive you at trade shows and beyond.  So take time to answer questions online and be specific.  You’ll be found in Google  and rewarded with new relationships and prospects.

The Rogers Company is offering a free E-Book on Maximizing Trade Show ROI. The document covers every gamut of Trade Show ROI from reducing costs to increasing the effectiveness of sales and marketing.

Typically not measuring trade show ROI goes unnoticed when sales are robust and profits are good or if the overall economy is strong. But when the bottom drops out, as it always does, for some reason or another, we’re left with CEO’s, COO’s, CMO’s, and the scariest “C’” of them all – the CFO – asking why the heck you’re spending all this money on trade shows?! What’s the ROI?

Some great companies, regardless of size, have figured out a way to measure ROI. Whether they’re using some of the methods noted earlier in this e-book, including full utilization of CRM programs or a home-grown program to measure their results, they’re quantifying and they’re spending accordingly. Others don’t have a clue. They just go to trade shows because, as we’ve heard them say, they’re worried that they’d be conspicuous by their absence.

Download the full document by filling out the form below.

At DRUPA 2000, Razor Scooters were all the rage.  Companies gave them away and people zipped past you as your aching feet groaned between Hall 3 and 7.  The Segway has made a few appearances at trade shows as well.  It seems like every few years new technology comes out that bridges the gap between walking great distances and getting into a vehical.

The Honda prototype here seems to do that in the most viable way yet.  The unit is small enough to carry on a plane (although security might be an issue) and seems manueverable enough to blend in with pedestrians actually using their feet.

But is it a viable form of tranportation?  Probably not, at least not in this form.  Is it a great toy?  Heck yeah.  And that may be all that matters.

Don’t discount the carnival effect of trade shows.  Although serious business is conducted on show floors, they are also places to discover new things and interact with people.  A high end toy like this may just be a great way to break the ice with a prospect, but icebreakers are important.

Here’s one idea for using this type of device as a trade show marketing tool:  Loan a few out to attendees with branded versions.  Four or five of these gliding through trade show floors could be enough to attract attention to your brand and drive traffic to even a small booth.  One universal topic at trade shows is aching feet.  And sympathy can go a long way toward earning trust and business.

Got any other ideas?  Let’s hear them!