Why Trade Shows Are Important
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A brief presentation about the importance of exhibiting at trade shows. Share with the decision makers in your company!
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Why Trade Shows Are Important
- 1. Why Trade Shows Are Important Linda Musgrove, the TradeShow Teacher www.tsteacher.com
Notes de l'éditeur
- Trade shows are one of the most valuable parts of the marketing mix; they deliver the ability to meet face to face with qualified leads, industry media contacts, build or nurture business relationships and much more. In this economy it is more important than ever to be selective where sales and marketing budget dollars are spent; when selecting to spend them on trade shows you will get the most return on your financial and time investment vs other forms of marketing or individual in-person sales calls. Now that we are faced with this economic downturn, it’s critical to remember the importance of continuing to invest in your exhibit program; if you simply bow out and wait for the economy to improve to exhibit again - your competitors’ companies will be the one’s at the top of your key prospect’s minds, not your company. This short presentation will describe why businesses should continue exhibiting and how to ensure a high ROI and ROO.
- The agenda we will cover is: Why exhibit at trade shows? What decision makers think CEIR (Center for Exhibition Industry Research) Revealed… How to ensure a high ROI and ROO
- The Center for Exhibition Industry Research revealed that… 88% of Attendee have not been seen by a member of your company’s sales staff in the preceding 12 months 7 Out of 10 Attendees plan to buy one or more products 76% Asked For quotes and 26% signed Purchase orders 72% of Show Visitors Say the show influenced their buying decision 87% of Attendees Will share some of the information obtained in the exhibit 58% Attend Only the show in which you are exhibiting It Costs 22% Less to contact a potential buyer at a show than it does through traditional field sales calls
- Many exhibitors that are in the process of considering whether or not to exhibit again are more often than not in that position because they are not getting the results they had hoped for from their trade shows. The thing about trade shows is that you can’t just show up; there needs to be objectives and planning for how to reach those objectives. Not planning is kind of like when I went mountain biking and wound up breaking my collarbone. It was something I really wanted to do – so I rented a bike and set off into the woods for my mountain biking adventure. The first thing I did was start at the intermediate courses and was working my way up to the harder courses when I hit a hole, flew over my bike and broke my collarbone. The only preparation I had done was to wear a helmet. I didn’t practice in the practice area, I know how to ride a bicycle, so I thought I knew everything I needed to know…..well I was wrong. And just as I was wrong and overconfident with my ability to make it to the expert trail by the end of the day. This is similar to what many exhibitors do when exhibiting; they show up, expect that they know everything they need to; yet they wind up leaving with low quality leads and don’t get the ROI they anticipated from the show. I have already explained the value of trade shows, why you should continue exhibiting and why you should implement planning processes into your exhibit program. Now I will describe the areas that should be addressed pre-show, at-show and post-show to ensure the highest ROI possible for your exhibit program. Objectives: When exhibiting, set objectives in the areas of Sales, Marketing, Public Relations, Measurable goals and market research if that is important to your company. Display: Be sure to select a display that compliments your corporate image and enables you to conduct conversations, demonstrations, and so on. Messaging: Your messaging should be focused on the benefits of your products or company, not the features. When designing the messaging, be sure to have it up high so it can be seen; not in the lower part of the exhibit that will be covered by the booth staffers standing in front of it. Booth Staff: Carefully select booth staff and train them how to engage, qualify and close with prospects. Media: When exhibiting, reach out to the attending media. Ask the show’s Public Relations contact for the press list and contact the media to arrange meetings during the show. Measurement: After the show you should measure the results of the trade show program so you can find the areas you excelled in and the areas where you need to improve for future shows. Alternative Shows: Consider exhibiting at alternative shows than you normally exhibit at, such as a business expo, vertical trade shows and so on.
- Thank you for watching this brief presentation on why exhibiting is important. If you have any questions, feel free to contact me anytime. ……Best of luck to you with your exhibiting!!!!!