The real value in trade shows
It’s been my experience that trade shows often offer little more than ‘see and be seen.’ Essentially, you look bad if you don’t go. WHAT? For the amount of money spent on a trade show, it’s important to ensure your company and its representatives are getting all the benefits a trade show has to offer. Before embarking on a trade show that could potentially be a waste of time, ask yourself these questions:
- What level of participation does the trade show have? Could you achieve the same goals by having a targeted client meeting or event? How does the cost measure up to the attendees and other companies participating?
- Do you have customers/clients going — and will you have opportunities to meet with them? If none of your top clients will be in attendance, is that booth rental space really worth it?
- Are there opportunities to speak or present in a technical or educational type setting, showcasing your knowledge among industry peers? Often times a company can achieve its goals without spending a large sum on a booth space.
If your company still sees value in being a trade show exhibitor after answering these questions, the next step is to track and measure any leads generated. Make sure the sales team is setting up meetings with existing and potential clients during the trade show, and be sure to track the success of those meetings weeks after the trade show.
For guidance on a trade show strategy or coordination of an event, email me.