Research Center >> Conference Sponsorship

Power of Live Events in Today’s Digital Age
Use the human touch at your trade shows to reel in more customers.
from AICPA Custom Media Solutions

Trade shows…should you or shouldn’t you? And does it really make a difference to your bottom line? The answer to both questions is a resounding “Yes”, with a capital “Y”.

Often new exhibitors look to the snazzy realms of the digital age and podcasts, thereby overlooking the money that can be reeled in from trade shows. Allbusiness.com’s research reveals that nearly 200 million people attend more than 5,000 shows every year in North America and Expoweb.com found that 88 percent of attendees who visit an exhibit have had no contact with that business in the previous 12 months. Still not convinced? Here’s more…The Center for Exhibition Industry (CEIR) reports that seven out of 10 attendees plan to buy one or more products, 72 percent of show visitors say the show influenced their buying decision, 76 percent ask for quotes, while a whopping 87 percent of attendees share some of the information they obtain at exhibitions.

Tips for Good Marketing and Trade Show Planning

• Use pre-show promo plans. Create promos that tie into the show. Have your sales team call all customers and pre-book appointments. Go-to-market Strategies.com advises sending out press kits before the show and “make sure you do something to gain awareness into what you will be showing and promoting at the show…integration is key.”
   
• Revisit you booth. It is helpful to double-check your booth presentation to see that everything works (lights, fans, computers, displays, etc.). Make sure your booth is clean and not cluttered. Check demos to see that they are properly working. Have only one or two knowledgeable staff/salespeople on hand to answer questions.
   
• Train your staff. Hold a training session before the show. Make sure your salespeople are well-versed in both the old and new products you are selling. It is a growing misconception to have junior-level staff at the booth. Initial contact should always be done by your lead staff, more so, if your prospective customers happen to be executives and directors.
   
• Walk the floor. See what your competition is up to. Visit other booths and chat with their staff. Rate them using a scale on how qualified their staff is, booth effectiveness and traffic. Be a good listener. Expoweb suggests, “learn as much about their customers and their markets as possible and show that you’re a partner who wants to help them grow their business.”

Trade shows still continue to bring in big numbers. According to CEIR, B2B spending on trade shows is #3 after advertising and promotion. People enjoy the face-to-face meetings with show organizers and exhibitors as they get a real-feel sense of meeting the people behind the products...and that’s a lot better than hiding behind e-mails, voice-mails, skepticisms and uncertainties.