Diary of a B-to-B Marketer

Mar 29 2011   4:43PM GMT

Sending a Booth or Tabletop Display into the Field

anitaom Profile: anitaom

Since my side of this blogging team is the more practical day-to-day execution of marketing programs and events I thought I would share how I spent my day:

How many times have I sent a booth or  tabletop display or even something as simple as a collateral rack to an event in the field and found out later that it wasn’t used or something to that effect because they couldn’t figure out how to put it together etc.?? Too many times!

We recently purchased a new tabletop display unit for our shows, complete with a frame, graphics and lights. Since I won’t be traveling to every event where this will be used I decided to take some time today do a test run and augment the manufacturers instructions with my own – complete with pictures!

First I scanned the instructions and saved them – since they invariably will disappear from the box, I will make a habit of sending them electronically to the Account Executive who will have to put it together.

I took out all the pieces and followed the directions, trying to pretend I was someone who had never put one together before, evaluating the clarity of them along the way. When I was finished I took a picture of the completed display – knowing what something is supposed to look like can help with assembly when all else fails.  I printed the picture and taped it to the reverse of the instructions.

As I was taking it all apart again I decided to number the pieces that went together – channel bar #1 attaches to # 1 on the frame – etc., since they all looked the same – but clearly aren’t. In addition I wrote up some “extra” instructions that will make it easier for any novice to put the display together, without tearing their hair out!

It was an investment of my time, but one that will be well worth it when our great looking display unit is easily assembled and displayed without me having to travel to every city it goes to!

Just another day in the life of a marketer – not one of the more glamorous days – but a worthwhile one nonetheless.

1  Comment on this Post

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  • Samuraiwriter
    June - Reminds me of: "write it once, sell it again and again". The kind of info products I like! Depending on the feedback you get from the ARs in the field, it might be worth recording a simple audio of you speaking the instructions. Some people 'glaze over' when looking at even well written instructions and diagrams.
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