Entry tags:
Bank Trade Show this Week. 5 Things.
This week a few colleagues and I ran a booth for our company at a small trade show. I say "small" because it wasn't even a trade show, per se. It was a "Developer Day" at a major bank that's one of our customers. This "Developer Day" was like a trade show, though, in that it was an exhibit showcase by multiple vendors, plus various internal teams that platform our solutions. We had table on the exhibit floor.
Here are Five Things:
1. Like with most trade shows, the most common question we got was "So, [Company Name]... what do you do?" But unlike most trade shows, once we gave a one-sentence explanation identifying how we're used in an internal platform, almost everybody was like, "Oh, yeah, I use that daily. Cool." Thus the challenge I put to my team internally was, How can we increase our brand awareness within the bank?
2. We had a good spread of swag...at least to start. We had logo hats, logo socks, USB charger/adapter cables, logo air fresheners (like for a car), and the old trade show standard, logo stickers. I quip at least to start because we sold out of the hats pretty quickly. They were gone within the first hour. The socks went next. Then the charger cables. The air fresheners were a dud until all we had left were those and the stickers, then everybody at least took a whiff of the air fresheners to decide if they like them. 😅 We had, like, a bazillion of them, though, so we packed most of them to send back. I took two home thinking Hawk would like them, since they're lavender. She was skeptical at first but then noticed they were lavender— and purple. She took both.
3. I was bemused at how fast attendees scooped up our merch. I've written before about how all trade shows have a certain class of attendee, the "swag hound". These people cruise from booth to booth, not really interested in what any of the vendors do but feigning just enough interest to hoover up all the free giveaways and enter drawings for big prizes if there are any. Typically, in my experience, swag hounds match one of two stereoptypes: students/very entry level tech workers (i.e., people who are still impressed by getting cheap things for free) and, oddly, mid- to late career government employees (who maybe also are still tickled to get cheap things for free 🤣). But the attendees at this show were all software developers well employed by a major bank. You'd think if they wanted ballcap or a pair of socks, they could afford to buy them.
4. Yes, socks. They're the "it" thing for trade show swag right now! I was very much 🙄 when I saw this fad emerging two years ago— like, really, socks? People can't buy their own socks?— but it works. Socks are just enough different from the trade show standard of t-shirts that they attract an extra dollop of attention. And my company's socks are actually pretty good quality. Plus, the logo design is just subtle enough that I can wear them with business casual/business dressy outfits when I'm visiting clients. When people at the bank were skeptical about our socks, I stretched my leg out alongside the table to show them I was wearing a pair.
5. Getting colleagues to stay in the booth was a problem, as always. I get it, most people hate standing in the booth waiting for questions— or waiting for real questions instead of people feigning the minimum interest level required to bag our swag. It frustrates me when colleagues who are supposed to be there with me wander off the moment there's a lull... because "Just text me if it gets busy" doesn't work. When it gets busy it gets busy. And when I have a crowd of people in front of me all trying to ask questions it is NOT the time for me to ask them all to wait while I pull out my phone to frantically text people. This show was like many, where I often found myself in the booth alone— because I have a stronger "This is the job I'm here to do" ethic than most of my colleagues. But this time I kept my frustration at bay by choosing to believe that my colleagues who skipped out of the booth were having high-value conversations out in the hall. Were they having high-value conversations? I'm sure they had at least one or two. For the rest of the time that's simply what I chose to believe while I was manning the booth, and facing the crowds, solo.
Here are Five Things:
1. Like with most trade shows, the most common question we got was "So, [Company Name]... what do you do?" But unlike most trade shows, once we gave a one-sentence explanation identifying how we're used in an internal platform, almost everybody was like, "Oh, yeah, I use that daily. Cool." Thus the challenge I put to my team internally was, How can we increase our brand awareness within the bank?
2. We had a good spread of swag...at least to start. We had logo hats, logo socks, USB charger/adapter cables, logo air fresheners (like for a car), and the old trade show standard, logo stickers. I quip at least to start because we sold out of the hats pretty quickly. They were gone within the first hour. The socks went next. Then the charger cables. The air fresheners were a dud until all we had left were those and the stickers, then everybody at least took a whiff of the air fresheners to decide if they like them. 😅 We had, like, a bazillion of them, though, so we packed most of them to send back. I took two home thinking Hawk would like them, since they're lavender. She was skeptical at first but then noticed they were lavender— and purple. She took both.
3. I was bemused at how fast attendees scooped up our merch. I've written before about how all trade shows have a certain class of attendee, the "swag hound". These people cruise from booth to booth, not really interested in what any of the vendors do but feigning just enough interest to hoover up all the free giveaways and enter drawings for big prizes if there are any. Typically, in my experience, swag hounds match one of two stereoptypes: students/very entry level tech workers (i.e., people who are still impressed by getting cheap things for free) and, oddly, mid- to late career government employees (who maybe also are still tickled to get cheap things for free 🤣). But the attendees at this show were all software developers well employed by a major bank. You'd think if they wanted ballcap or a pair of socks, they could afford to buy them.
4. Yes, socks. They're the "it" thing for trade show swag right now! I was very much 🙄 when I saw this fad emerging two years ago— like, really, socks? People can't buy their own socks?— but it works. Socks are just enough different from the trade show standard of t-shirts that they attract an extra dollop of attention. And my company's socks are actually pretty good quality. Plus, the logo design is just subtle enough that I can wear them with business casual/business dressy outfits when I'm visiting clients. When people at the bank were skeptical about our socks, I stretched my leg out alongside the table to show them I was wearing a pair.
5. Getting colleagues to stay in the booth was a problem, as always. I get it, most people hate standing in the booth waiting for questions— or waiting for real questions instead of people feigning the minimum interest level required to bag our swag. It frustrates me when colleagues who are supposed to be there with me wander off the moment there's a lull... because "Just text me if it gets busy" doesn't work. When it gets busy it gets busy. And when I have a crowd of people in front of me all trying to ask questions it is NOT the time for me to ask them all to wait while I pull out my phone to frantically text people. This show was like many, where I often found myself in the booth alone— because I have a stronger "This is the job I'm here to do" ethic than most of my colleagues. But this time I kept my frustration at bay by choosing to believe that my colleagues who skipped out of the booth were having high-value conversations out in the hall. Were they having high-value conversations? I'm sure they had at least one or two. For the rest of the time that's simply what I chose to believe while I was manning the booth, and facing the crowds, solo.