The Enduring Relevancy of Trade Shows
The pandemic almost erased the concept of the trade show, replacing it temporarily with creepy virtual events watched from computers, an inadequate substitute for the ambience and personal experience of being in an exhibit hall full of booths and people. New technology, but horribly cold and sterile.
What about webinars you say? Those caught on, and remain in the marketing mix. I was part of many webinar productions, and while they are effective, they cannot replace a paper or presentation given in person.
I vividly remember the 2021 CAMX show in Dallas. It was the first event where the composites industry had the opportunity to restore what was lost the year before. While not well-attended, the show was alive. I walked the floor with my colleagues, and noticed that no real business was taking place. Instead, people just wanted to get reacquainted, talk about their families, and the latest goings-on in their lives. Shop talk was an afterthought. The primary focus was the personal experience, not yet in full gear, but pretty terrific nevertheless.
Trade shows are back in a big way, so how should you re-enter this arena? Consider the following tips and tricks for successful trade show marketing:
First of all, how should you participate? Some companies insist on multi-story monuments, but booths can also have pragmatic, simpler presences. No booth plans? Then at least walk the show floor, take meetings, and be visible.
Refocus on messaging. How many times have you walked by a booth with impressive graphics and a catchy logo, slogan, etc., only to realize you have no idea what they are selling? Companies are putting more effort into conveying a clearer narrative. “Hey, what do you folks do?” has become an even more important question these days, so be prepared to answer with a concise pitch about the value of your products and services. Replace schmoozing and worn deliveries with sincere conversation and banter; they are more welcoming today, knowing that we all have catching up to do.
Reassess your sales collateral. Do you really need all those brochures, product data sheets, etc. as part of your booth presence? How many of those get picked up by collectors, or those obligated to prove their attendance? Conversely, are you a gatekeeper, only handing out literature after screening your booth guest? In all cases, remember that your literature has a defined cost per piece, and those dollars may be better allocated towards a line-card or one-pager with a well-defined value proposition. You want that literature to work for you back at the customer’s desk, staying at top of mind, not at the bottom of their circular file.
How many times do show attendees grab up your giveaways, saying “these are for my grandkids” or something similar? Whatever you choose to give out - a stress ball, a keychain, whatever - make sure it features your company’s name, website, and phone, so that it will prove useful in future. Consider a second, VIP giveaway for high-value visitors. “I use that notebook every day” or “that is my favorite pen, it’s always with me” are what you want to hear.
Caught up in the tech of lead retrieval systems? What’s wrong with business cards and a marble notebook to capture information in real time? Do you scan show badges and then send out a post-show e-mail blast? Were any of those leads pre-qualified? Were they leads at all? Spend time talking to your booth guests, get a good sense of opportunity, and then do the card exchange with note taking. Filter out the noise and focus on quality, not quantity. Your lead conversion metrics will suddenly jump in value.
And finally, the best way to create buzz? Wait for it…give a presentation. Participate in an exhibitor showcase. Join a panel discussion. Visibility and personal branding go a long way toward generating booth traffic. Works every single time, so it’s worth the effort.
Yes, the trade show is relevant again and will endure, so keep it as part of your marketing strategy. Spend a day walking the floor at industry trade shows, and then reconsider booth participation. Maybe a few, if the distance isn’t too far and the flights work in your favor.