Do you really want this spreading your brand’s message?
Here’s a new idea for all of you marketers charged with getting the attention of attendees at trade shows: Why not attach little signs to flying insects so when you release them into the trade show hall and they land on people, people will see your message! What a great way to catch people’s attention, right? That’s exactly what a European company did at a recent German trade show:
Great way to capture attention, right? But so is releasing a pack of hungry wolves with signs attached to their tails! Or dropping a logo-wrapped car from the ceiling onto the floor in front of unsuspecting show attendees. But the question is, do you really want your brand associated with the germ-infested annoyance of flying insects? Do you really want people to think of you as the people who released bugs into the trade show? Maybe … just maybe … this could be a good stunt for a pest control company. But beyond that, I think not.
There’s a subtle difference between capturing attention and advertising … something we loosely refer to as “strategery.” And that “strategery” needs to come somewhere between “should we plan to attend this trade show” and “why don’t we release a bunch of flies in the show hall?”