Social media up-close…

Just flew back from a B2B trade show and boy are my arms tired. Sorry. Actually, after the short-lived knee pain from walking the show for three days, the pain that lingers comes from having again witnessed the failure of marketing, and being struck by the similarities between trade show marketing and social media marketing.

Judging by the behaviors of booth staffs at the show, a few marketers are highly effective, but most are not. Up close at a trade show, you can see this failure. Here is an unscientific account of the three approaches I witnessed this past week...

“What can I sell you today?”

Maybe 60% of booth workers conveyed this attitude, and you can bet it’s their approach every other business day of the year. They lead with, “We make X. Are you buying from us yet?” And if the passer-by’s answer is “no,” then the next question is, “Why not?” This aggressive approach actually works on rare occasions, but usually the spirit of the question will be taken for what it is, insincere and off-putting, because it does not help passers-by think about their business problems in the context of your capabilities. Just the opposite, it reinforces their negative image of salespeople. They wincingly nod, fight or flight instincts kicking in. Almost begrudgingly, they let you swipe their card, but mentally they are on the run, needing to get as far as possible away from your brand and your booth.

“Do not disturb.”

Around 35% of booth workers apparently feel this way. How else can you explain their weary passivity, their genuine disinterest? If you are a passer-by, they may see you coming, but so what? They have retreated within their booth, looking out as though penned by an invisible electric fence, unwilling to step forward for fear of getting zapped. So they mingle among themselves, clearly preferring each other’s company. As to why they are here, is it not apparent to all? They are here, because they have booth duty; so they huddle to share business “war stories” and to be critical of competitors, and to complain about low show attendance. They are ineffective at the show, and they would be ineffective in social media.

“How are you today?”

The interest is genuine. The booth worker cares even as you squint to understand the booth signage. He or she intercepts your thoughts in stride by asking the question that both explains and engages: “Are you using X?” Followed by, “What problems have you been experiencing in this area?” Within seconds you are a visitor inside the booth, because you have established a mutual frame of reference, which is your problem and not the booth worker’s product. Incredibly, the booth worker has helped you think about a problem you have in the midst of the messaging chaos that is the trade show environment. The approach is neither passive nor aggressive. It is the simple act of being genuinely interested.

It is this latter approach that works. It works within the broader messaging chaos that is social media, and it works within the marketplace at large.

JB