It's time for the 2011 NAMM Show!

First, my apologies for not updating this blog in 732 years.

You know what they say: the car mechanic always has a vehicle that runs terribly, since the last thing he wants to do is work on his own car after servicing everyone else's. That's why, despite my being involved every day on blogs and social networks for my clients, I rarely make updates to this blog. Mea culpa.

Anyway, it's January, and that means it's time for NAMM. What is the NAMM Show? It's a trade show for the music and audio products and retail industries. Any company that makes or distributes products for the music and audio market is bound to exhibit at NAMM. That includes everything from drums, guitars, horns and strings to recording gear, live sound reinforcement systems, sheet music, software, and every possible accessory you can imagine.

That's me, running around between client booths and meetings as usual at a NAMM Show.

What is NAMM like?
I've been to every Winter NAMM Show for the last 20 years, so I have a pretty good handle on it by now. My role at the show has been that of working with an exhibiting company, or (since 2003) as an independent marketing agency who has several clients who exhibit at the show. Here are a few observations on how to have a successful NAMM, no matter who you are.

NAMM Tips
If your company is exhibiting at NAMM, it's almost never too early to start planning for a successful show. I won't go into extreme detail here, but some of the important elements are...

- Booth Design: Is your booth easy to find? How is the line of sight through your booth? Is your booth inviting for passers-by, or exclusionary? Are the products you're prioritizing at the show put in a place where people won't have to hunt for them? Do you have space to do business (i.e., the reason you're at the show in the first place)?

- Supporting Your Products: Do you have ways of showcasing your company's products? Will your products require demonstrations? Do you have something for your visitors to walk away with that will help them remember the advantages of your product versus your competitors?

- Getting Attention: There are over 1,500 exhibitors at NAMM. What are you going to do to stand out? From your booth design through performances, booth babes, signage, lighting, and more, there are dozens of ways you can make sure that the money you've spent to exhibit at NAMM gets a good return on investment.

Never underestimate the power of booth babes. However, keep in mind that they're going to attract people who aren't necessarily a qualified customer for your products, and can cheapen your brand's image if not done tastefully.

- Use the Media: One great thing about a big trade show like NAMM, CES, NAB and the like is that your industry's media will be there, and it's their job to catch scoops on what the hottest new products are. If you have important news, set up and schedule your press conference plenty early (a month before the show is a good time to send invitations to a press event). Make sure the media can get marketing materials (product photos and information) in an easy format for them to use to submit their stories.

- Celebrity Appearances: If you have well-known endorsees of your product, nothing grabs a crowd better than the opportunity to meet and greet with these stars. Be forewarned, though: celebs often require a lot of hand-holding, and you may need to plan for added security and other aspects to accommodate your famous endorsee. Also, you'll probably need to make arrangements for the celeb to schedule the appearance months in advance. Don't wait, or you'll lose.

If you think that having celebrities perform at your booth is a waste of time, think again.

- Use Your Time Wisely: Chances are, your sales reps and distributors will be in town for the show. Make sure to slot times to meet with them beforehand so they can confidently present your new products and sales policies to your customers.

- Follow Up: Whether it's through a lead retrieval system or general news you post on your company's web site, be prepared to do fast followup on the show. It's the only way to really take advantage of the time, money, and effort you spent while doing the show itself. Also, in this world of immediate gratification, you can use social media like Twitter and Facebook to give live reports from the show that will allow customers to feel like they participated even if they weren't there.

Some personal tips for a happy show.

- Keep your feet happy: Seriously, you're going to be walking for miles as you make your way through dozens of aisles in five different halls. Those cute pumps or shiny cap toe loafers might look great, but after a couple of days of feeling like knives are poking into the soles of your feet, you'll regret prioritizing style for comfort.

- Have fun, but not too much fun: We all know that social activities are an important part of doing business at a trade show. So do go to the parties, and take your clients out for dinner and drinks. But trust me here: there's no way to be more miserable than to have a terrible hangover, or even an extreme lack of sleep, while trying to continue on with the show the following day. NAMM is about the worst place to be feeling badly. Why? Here's one reason...

- NAMM is LOUD!: I'm not kidding. The entire show is based on people who like to play loud guitar amps, bash cymbals, toot trumpets, and generally do things that make your head want to split open. Even if you like loud music, the cacophony of sound coming at your from every direction can drive you a bit insane, even on a good day. Try and walk outside every so often, or find a secluded spot where your ears can take a break from the assault every so often.

- Get in Condition: Seems silly to train for a trade show like you're getting ready to run a 10K, right? Wrong. A lot of people get injured at NAMM during setup and teardown. For those of you who spend more time straddling an office chair than a weight bench, NAMM can represent a whole lot of physical effort to which you may not be accustomed. Moving gear, displays, boxes and literature and so on can put you in a lot of pain (not to mention days of standing, walking and so on). Try and get in better shape before the show, and remember to stretch each morning before you start your day.

- Be prepared to deal with crowds: If you don't like being in a mall a week before Christmas, you probably won't like NAMM much either. NAMM is a crowded show, and just moving through aisles can test your patience.

If you don't like crowds, you probably won't like NAMM. Be forewarned.

There's Much More...
But I can't tell you everything you need to know to have a successful NAMM Show in one blog post. If you'd like a free initial consultation on making the most of the show, contact me and let's talk about your specific goals!