December 30, 2006 As we’ve previously noted, moving an elephant atom by atom costs a lot more than moving the elephant in one pre-assembled lump. Now everyone knows that trade shows are a gold mine of new business opportunities and a vital part of an effective, integrated marketing effort, but the cost per lead is often very expensive when you add all factors into your allocation of resources. Creating a functional and effective booth at a trade show is not for the feint of heart or inexperienced – it requires fastidious pre-show planning and the choreography of myriad factors and external suppliers if it’s gonna be right on the day. The KangoRoom is a self-contained portable trade display that eliminates the constant design, construction and set-up of the booth. Obviously not for everyone, but for many companies this new approach from New Zealand’s KangoRoom would enable a lot more trade shows to be incorporated in the budget.
About the Author
Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks.
All articles by Mike Hanlon