With my natural ability to butt in, and my background in fabrication, I offered a few other approaches to production that could better meet her timeline and budget.

It got me thinking about my “extracurricular” activities and the skills I’ve acquired outside of advertising—and how much I rely on those skills to develop advertising for my clients, acquire new business and keep myself fresh to generate new ideas.

In a past life, I was in the automotive aftermarket industry, customizing cars, installing electronics, paint and body…just a lot of general fabrication. It involved an array of materials and skills. Acrylic, wood, fiberglass, metal, leather and vinyl…using them to mold, sculpt, weld and upholster…in vehicles that light up, make sound, go fast or just look good.

My past experience, and current hobby, allow me to build a better trade show booth for my clients. I not only understand the materials, but how to choose the right one for the job, how they are assembled, their durability and so on…not just how to apply a logo to a piece of foamcore that hangs in front of a curtain.

It also helps that I can understand and relate to our automotive clients as a consumer, as an industry “insider” and as their advertising agency.

So I looked around the agency and saw how much extracurricular talent we have. Musicians and actresses, engineers and electricians, contractors and craft mavens, movie makers and more…the list goes on.

And I realize how much we actually tap into our diverse interests…in the interest of our clients.

We’ve been able to enhance our strategy and work in new business pitches by transforming our office into a nine-foot-diameter artery (constructed from PVC and fabric, courtesy of the plumber and seamstress) leading our potential healthcare client into the “heart” of the agency, complete with red and white blood cells (balloons)—truly immersing ourselves in their brand.

Our copywriter has a passion for acting and the theatre. I can see firsthand how her creative outlets bring more creative output to the table—everyday.  Not only is she writing a script for the television spot, but also she sees the potential in an actor during casting to fulfill her creative vision more than anyone else could.

So, imagine a triathlete paramedic who moonlights as a lifeguard. That’s a pool I’d want my kids swimming in.

Now imagine how your agency uses their extracurricular skills to step up strategy, complement creative and raise results.

I’d like to hear about it.

Not everything needs to be a profound or prolific insight into the essence of branding. Of course, you’ll get plenty of that here too. Sometimes it’s good to chat about the nuts and bolts…..or should I say nuts and nuggets….of marketing.

Plain and simple, most people like candy. Even the ones who don’t can appreciate it. Yes, yes. I know there’s a few of you out there who adamantly vow to never touch the stuff – so be it. For the rest of us, it offers an instant trip down memory lane, a 3 o’clock pick-me-up or a surefire way to be a child’s hero.

From the bank teller and dentist lollipop giveaway to the Andies Candies treat after a meal at the Olive Garden, candy is just one of those things you can count on. Here’s a look at some other ways to ‘sweeten’ your marketing efforts (yeah, I went there. So what.)

• Customized M&M’s. Pick your corporate colors, add your logo and voila – instant sales tool.
• Chocolate Stamping with Branded Wrapper. Most promotional companies offer a vast array of edible options. You can imprint your logo right into a chocolate bar. Add a key brand message to the wrapper and now you have a promotional asset for your campaign.
• Custom Mold. I once saw a plastic shoe company hand out little gummy jelly shoes at a tradeshow. Turns out, they were tiny edible replicas of the real shoe. The packaging had the URL and a coupon. Many candy factories will allow custom molds.

So, do I think you’ll sell a Lexus because you had a candy dish at the sales office? No, of course not. But, do I think a nice box of Godiva chocolate with a handwritten thank-you card to the new owner will create a positive lasting impression…..you bet!

Today’s post is brought to you by the candy corn. Invented in 1880 and made from corn syrup, honey and sugar, the candy corn has become  iconic with Halloween. Whether you love em or hate em…..you have to envy its mass recognition and staying power.  

• Not taking advantage of free exposure, such as the exhibitor listing in the show directory and on the website. It’s free. It’s exposure to visitors who can become customers. Make sure you’re present and accounted for.
• Not including your booth number in print ads. This is probably just an oversight – especially when you run the same ad several months over – but costs you a valuable means of promotion.
• Poor booth signage. Treat signage as an integral part of your booth design rather than an afterthought – doing so will practically guarantee making a good impression. Also, study your booth from all angles to be sure your company’s name is readily visible from whatever approach visitors might take.
• Poor booth access. A well-designed booth allows entry/exit through at least two points and is laid out to be conducive to an easy flow of traffic. A booth with a single entry point creates a confined atmosphere – even in a large space – and causes people entering to feel trapped.
• Failing to train booth staff to interact appropriately with visitors. We’re sure you’ve visited booths in which the exhibitor’s staff members ignored your presence because they were (a) deeply engaged in conversation with each other (b) absorbed in making some adjustment to the display (c) staring into space and evidently wishing you’d go away.

To make sure your booth isn’t among the offenders, hold a series of meetings with the staff a week or two before the show to instruct them on how to greet visitors, answer their questions knowledgeably and steer them to your featured products.

Be sure they understand it’s important to be polite and helpful to everyone – even those who are not decision-makers or members of the media – because you never know who may provide the connections that can result in new business. Have your staff dress to impress with matching attire, and enjoy the benefits of your high profile on the exhibition floor.

* Work the pre-registered list. Of course, you’ve already reviewed the pre-registered attendee list and highlighted the people you want to meet. For those you haven’t been able to set an appointment with, pay close attention to the name badges of booth visitors. When you spot someone on the list, introduce yourself and make that person aware you’re familiar with him/her or his/her company.

* Even if your target already works with another manufacturer or vendor, acknowledge the fact, but talk about your product’s features. For example, “I know you’ve had a lot of success with your current product, but have you seen the new features we’ve added to ours (or the new generation product that represents a quantum leap over every other product in the same category)?” Everyone always wants to maintain a competitive edge, so your offer to show this initially casual visitor a product that represents a significant improvement in the marketplace can only get a positive response.

* Keeping in the same mode, always focus on the booth visitor. Engaging the visitor in conversation to learn his/her needs is the best way to recommend how your company can meet them. You and everyone who works your booth should know the product lines inside-out, but just delivering a spiel is counterproductive because it implies that you’re more interested in moving product than providing individualized solutions. Position yourself as wanting to be more of a partner than a vendor.

* Finally, make sure that attendees feel welcome to visit your booth. This may seem like a “duh” statement, but body language is important in creating first impressions. Standing at the booth’s border with folded arms creates an intimidating appearance; chatting with other booth staffers sends the clear message that you don’t want to be bothered with any of those annoying potential customers.

Just keep in mind that whatever size the trade show, there are plenty of exhibitors who recognize opportunity when they see it – and when it sees them. You’re in the right place at the right time – so do it up right.