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TIPS FOR A SUCCESSFUL SHOW
Published by: TSNN (Trade Show Network News) May 22, 2003
Because You Can't Shake Hands in Cyberspace
Seven Reasons Why Trade Shows Are Here To Stay
To paraphrase Mark Twain, "The reports of the death of trade shows are greatly exaggerated."
If you read the recent article in the Wall Street Journal or several other articles about the rise of online trade shows and the decline of traditional trade shows, you would think trade shows as we now know them are doomed.
While it's true that trade shows have suffered greatly during the last several months and that several well-known shows have either disappeared or downsized, many big name shows continue to do well and some exciting new events are showing great promise. Although it's going to continue to be a tough road for some events in the foreseeable future, there are seven basic reasons why trade shows will continue to grow and prosper as an excellent sales and marketing tool.
The following list of seven basic reasons to exhibit/attend trade shows is meant to serve as a handy outline to have when your exhibitors are looking for ammunition to convince their bosses why they need to participate.
• Test Drive the products. Regardless of whether it's a two-ton machine or a new candy bar, trade shows are the best place for customers to touch, taste and see all the latest new products and technologies. Where else can they "test-drive" and experience so many different new products in one place and at one time? When was the last time you tasted a new flavor or felt the fan power of a new air conditioner online?
• Meet the team - the entire team. Where else can you meet all the key members of a prospect's buying team, from top management and product managers to the purchasing agents? Likewise, where else can your customers meet your entire team – from the CEO to your sales rep? This is a unique opportunity to ask the tough questions face-to-face with all the key team members. When was the last time you were able to get your key buyers and influencers together at one time in one place, and what do you think your chances are of getting them all together to sit through an online presentation. Ironically, now that budgets are tight and fewer customers can come to the show, the quality of decision makers has increased significantly.
• Network in person with colleagues around the world. Where else can you network and compare notes with such a vast array of your colleagues from around the globe? Trade shows are the perfect place to discuss problems, opportunities and solutions with customers and colleagues you'd normally never see together in one place, certainly not online.
• Discover the latest trends at conference sessions. In this same vein, where else can you and your customers learn about all the latest trends and technologies from the industry's leading authorities? Online conferences don't offer the depth and breadth of speakers featured at most trade show conferences. Plus with online conferences, it's impossible to pull the speaker aside for a private question during the coffee break, or ask your neighbor from Germany to clarify a point. Most trade show conferences offer an unparalleled combination of technical sessions, management conferences, and accredited training opportunities.
• Read your customer's body language and arrange one-on-one meetings. Where else can you judge the firmness of a person's handshake or the sincerity to do business? Equally important, where else can you get a key prospect or supplier alone for a drink or dinner for quality face-to face time? It's amazing what you can learn from prospects and suppliers in social situations. Try splitting a bottle of wine with an online customer.
• Online technology is your friend, not your enemy. Online technology can enhance and extend trade shows' reach. Now that I've made all the online people angry with my first five points, let me go on record as saying that online trade shows and conferences are a great marketing tool and should be used by most trade shows during the months when their events aren't being held. Imagine how powerful it can be to combine both online and traditional trade shows to keep customers updated about new products and developments year-round. As more show management people realize the benefits of combining online shows, the more valuable it will make traditional trade shows.
• Trade shows provide the best value. After all is said and done, the main reason trade shows will once again prosper after some necessary repositioning and Metamorphosis Marketing (see separate article) is because they are the most cost effective method of marketing products to qualified prospects. Where else can you bring thousands of prospective buyers together all in one place at one time to shop, network and buy? Imagine what it would cost your exhibitors to make one-on-one sales calls to as many people as they see during a single trade show. Or how many full page ads they would have to run in several publications to generate a fraction of the qualified leads they get at one trade show. Or how many online events you would have to conduct to reach a fraction of the qualified people you reach at a show.
So the next time you read a doom and gloom article about the trade show industry, or the next time your boss asks you why the company is participating in an event, just give them a copy of these "Magnificent Seven Reasons."
ABOUT THE AUTHOR
Roger Halligan is CEO of H+A International, a Chicago-headquartered integrated marketing communications firm specializing in trade show event marketing. His company works with several of the leading trade shows worldwide to help them take their events to the next level.
For copies of other articles Roger has written on trade show topics, e-mail him contact him at (312) 332-4650, ext. 22; or via e-mail at Rhalligan@h-a-intl.com
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