Five Questions
Will Farmer is chief operating officer and partner at Clifton Park-based company Creatacor.
1 What do you do at Creatacor, and what sort of clients do you support? As chief operating officer and partner, I oversee client relationships and our customer service team—which is just another way of saying I spend my time ensuring our clients goals are met, they are happy, and that Creatacor staff are happy, too.
2 What’s your favorite aspect of the exhibit and trade show industry? Hands-down, it’s constantly being challenged by clients to develop new, unique ideas to catch attendees’ attention. The collaboration that happens between the talented, creative people on our team and our clients’ amazing marketing minds, enables us to design successful exhibit solutions. It also means no two days are ever the same!
3 How important is technology in the exhibit space—is it vital to have the latest and greatest to be competitive these days? In today’s world, technology is all around us. And although there is no one way to do it right, there are ways to do it right for the message you want to convey. So keep a few things in mind. First off, you don’t just want anyone in your exhibit, you want the right people. Large screen monitors playing your latest video tend to be a waste of both space and money. Any interested party can view these on your website in the comfort of their office. Be careful to always choose technology that will inform your prospects and help your staff engage with them. Trade shows and exhibits are a face-to-face medium, and that’s part of what makes them so valuable. But to be even more relevant and useful, games and demos should also lend insights about the prospect to your staff, so they can follow up immediately after the activity in a meaningful way. Like the exhibit, technology is another powerful marketing tool, and if you think of it as a tool, you can take better advantage of its potential.
4 What are some secrets, tips, tricks and/or best practices you can share for creating a best-in-class booth? The goal is to offer the attendee an inviting atmosphere, that’s true to your brand and quickly defines how your company can help them be successful. Here are some do’s and don’ts for standing out: Make sure your brand name is prominent and easily identifiable; Clearly display your unique selling position for the market; Ensure staff is friendly, smiling and eager to help customers; Promote your attendance in advance of the show; Design a space to meet your objectives; Don’t clutter your space; Use bold, vibrant images to add visual interest.
5 Any common mistakes you can share—and tips on how to avoid them? Absolutely. Here’s my No. 1: Don’t think that the exhibit itself will make or break your success at a tradeshow or conference. Instead, think of your exhibit as a tool that can help you attract attention. Once you have their attention, remember your staff is the real key when it comes to engaging attendees, which includes listening, qualifying and determining next steps. Concentrate on the core message you want to get across to attendees, then use the exhibit to help demonstrate that message. Always remember to train your staff on how to interact with visitors at the show to make sure you’re getting the most out of it.