Trade Shows

Why Trade Shows?

Many, including, feel that trade shows have largely had their day. There are occasions when it does make sense; although these are rare, great execution on a clear plan will key should you be considering trade shows. Participating in a trade show is an excellent vehicle through which a company can showcase their latest products in a highly concentrated environment of willing and knowledgeable buyers.

Along with the high level of interaction that ensues, trade shows also grant an opportunity to observe the activities of competitors, as well as any current or potential industry trends.

Exploiting the Meeting Place

It is important to remember the booth or space acquired at a particular trade show does not automatically come with an audience. Rather, the space can be regarded as a ‘meeting place’ of potential customers. How you exploit this ‘meeting place’ will determine the effectiveness of your trade show presence.

Creating a Point of Difference through Engagement

Rapid technology advancements means consumers now have access to instantaneous product information, which has amplified the control of buyers. In many instances, when a consumers approaches your trade show booth, they are likely to already be aware of your products due to prior internet research. Therefore, the direct relationships that trade shows endorse are vital in creating a point of difference between you and your competitors.

Creating a point of difference doesn't have to be mundane, giving out knickknacks with your company logo is enough to grab the attention of the consumer and progress them along the buyers journey.

Everyday products to keep you top of mind:

5 Rules for Trade Show Engagement

B-to-B Online’s John Hickey has compiled five components that cultivate the successful creation of an engaging trade show:

1. Original, provocative content: Create a number of dimensions to the event, rather than simply focusing on selling features and benefits. For example, think in terms of theatre, media and audience participation and how they can be used effectively to facilitate conversation.

2. Campaign storytelling: Building a community and brand trust should be at the forefront of your campaign from the very beginning. In order to do so, campaigns should be implemented at the event level and strategically carried through to the individual-attendee level through consistent and progressing releases of your original content.

3. Commitment to technology: Through a comprehensive understanding of buyers’ technology behaviours, habits and needs, the right technology solutions need to be implemented accordingly.

4. Strategic portfolio management: Research, measurement and real-time adjustments are consistently redefining the way by which trade shows can deliver specific experiences to specific audiences to generate specific results. Managing this effectively and continually improving a model when necessary is vital to stay ahead of competition.

5. Flawless operational delivery: In this sense, ‘operational delivery’ refers to all the higher-order activities, such as web-based intelligence, that amalgamate together to produce flawless results in less time for less money.