You’ve heard of the “Trade Show Blues?” It’s a common refrain at industry shows: “Slow buyer traffic”, “Poor attendance” and an assortment of similar negative comments are frequent exclamations from exhibitors.
We believe that the best suppliers in the business rarely, if ever, respond with such dismal feedback. They realize that the success of exhibiting at a trade show is determined by what they do to make it work for them. The best marketers know that attending a show gives them a chance to make new contacts, meet clients that may otherwise only be telephone or email acquaintances, and to cement existing relationships through personal contact. The show is just one segment of an integrated marketing strategy.
These wise exhibitors also know that “Build it and they will come” only works in the movies. It takes a lot of effort to get your targeted buyers into your booth. The Trade Show Bureau tells us that 76% of show attendees have already decided which booths they want to visit prior to attending the show! Communicating with your prospect list prior to a show is not only a good idea --- it’s essential!
Another mistake we’ve seen is first-time exhibitors attempting to use a show to open a new market area. If you traditionally sell your product to the group tour market, for example, you can’t expect to simply attend an incentive show and come home with new business from these highly sophisticated buyers. What are you doing during the rest of the year to understand the marketplace for your product? Your business plan should include personal sales calls, a user-friendly web site, a media relations program, and active participation in industry groups. And…speaking of industry groups, we felt it’s worth mentioning that many buyers have shared with us that they gravitate toward suppliers whom they have met while attending industry events.
In spite of the advances in technology and electronic communication, this industry still thrives on the building of relationships. It depends on face-to-face communication --- and it’s a year-round effort. The trade show is an important part of the process but it it’s just one component.