Trade Shows + Events
Face-to-face networking still matters.
The power of having a strong, active digital presence has never been more important than now, but the power of face-to-face communication can make the difference between being on a customer’s ‘short list of solutions’ or not being considered at all.
In the not too distant past, the main purpose of a trade show was for buyers to source suppliers, new products and opportunities - while exhibitors would spend valuable time and money to ‘see and be seen’ among their clients, prospects and competitors.
Today, a buyer will spend much of their journey online: identifying problems and possible solutions, collecting supporting data and making key decisions, consulting with co-workers and colleagues, well before ever reaching out to a manufacturer.
Trade show success begins with strategy.
Before you invest in a trade show, ask yourself these key questions:
- Will this show help us meet our specific marketing objectives?
- Will our presence at the show provide us with a competitive advantage?
- Can we meet our objectives by ‘walking the floor’ or will a booth exhibit give us the most impact?
If participating in a show - whether exhibiting or attending - meets your organization’s goals, you can begin creating a plan and following a time-tested process to ensure your success.
Create a plan with SMART Goals.
The process of setting SMART Goals will help your marketing and sales teams make the best use of the finite amount of time and budget surrounding a trade show or industry event. Our team is experienced in leading diverse groups, often with competing goals, in SMART goal sessions designed to deliver results. If you’ve never followed the SMART process, read about it here.
The benefits of participating in trade shows:
Trade Show Marketing Tactics
Leverage your CRM and social media presence.
Create a plan to ensure your current customers and prospects in your database, as well as attendees (if available) will know WHY you’re going to be at the show and WHAT they can expect.
Emails and Social Media
Your trade show presence is your opportunity for face to face communication with customers and prospects.
Trade Show Booth Design and Production
Your booth should reflect company branding — your company experience.