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October 2008 | Vol. VII - No. 10

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ABC Kids Expo Booths Needed Help!

Charles Allen Gives Remedies to Help Attract Traffic

By: Alison Marek
Sep 18, 2008

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At the ABC Kids Expo in Las Vegas last month, Charles W. Allen of the C. W. Allen Group was shocked by the uninspired booth designs that prevented great companies from attracting the kind of traffic they deserved. Aisle after aisle, the booths displayed logos or company names prominently, but failed to call attention to the distinctive products and services offered within. The result was poor traffic for most booths, and a lot of disappointment for most of the new exhibitors who spoke with TDmonthly Magazine.

The solution? Cut through the clutter with provocative interrupts and back up your claims with solid evidence, recommended Allen. Watch these videos to find out what you should — and should not — do if you want to maximize traffic and sales at your next trade show.

In the Intro video (top left), Charles gives an overview of the marketing strategy companies should have in place before considering the design of their booths. When he visits the Respisense booth (right), he finds a great product that's being bypassed because nobody knows it could save infants' lives! Then, at Miracle Blanket (bottom left), he discovers a company that's "got it right" — offering attention-grabbing headlines and solid support to back up their claims.

At the show, the C. W. Allen Group produced ABC Kids TV, capturing the show's grand highlights. Footage included the JPMA Awards, interviews with celebrities, including Joan Lunden, Kathy Ireland and Allison Sweeney, and showcases of some of the most innovative new products in the global juvenile products industry. The following companies were among those featured:

Abiie - BabyDeck
Baby Goga
The Seedsman Group - "Being Dad" DVD
Natura World
Bluebird Sales & Distribution - Mum 2 Mum
Okkatots
Miller Solutions - Change Me Up
Cabea - Babybellyband
ViveVita
Dutailier
Cars - N - Kids
Diaper Dude
Go Mama Go Designs
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See Charles' boothmanship videos at Toy Fair 2008.

Videography and editing by Alison Marek

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Writer's Bio: ALISON MAREK is an award-winning writer, director and cartoonist whose work has been published by Fairchild Publications and DC Comics (Piranha Press), broadcast on Showtime and other cable networks, and viewed worldwide in film festivals. See her short films and print work on www.alisonmarek.com. Watch her nefarious villains in the web series www.MuggsMovers.com. Get inspired by her cartoons "Daily ARFFirmations to Unleash Your Inner Fido" at www.ARFFirmations.com. Phew! And then ... Read more articles by this author

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