Research Center >> September 2008

What Do Trade Shows and Election ’08 Have in Common?
Launching products is just the beginning.
from AICPA Custom Media Solutions

It’s election year and as you noticed the Republican party was tight-lipped about their vice presidential nominee until their convention, a political trade show of sorts, to launch their star product. Sarah Palin wowed the crowd. Not only that, her message and therefore the party’s message has been making the rounds by the awed crowd who saw her deliver her speech and were touched by what she had to offer. And what do you have here? Word-of-mouth advertisement at its best.

So how is this any different from trade shows? Yes, there are digital and print mediums through which you can announce your products, but nothing comes close to making an impact, as when you launch your products and creations in front of a live audience.

Take Steve Jobs for instance. Yes, he could have shown off Macbook Air in the digital medium. But would it have wowed a crowd and made such a majestic show? I think not. He, instead, chose to show his newest, thinnest laptop in front of an audience, in a trade show, for maximum impact. To that end, incredulous consumers are still talking about how he slipped out the laptop from a manila envelope!

Unlike traditional political conventions where the vast majority are there because they belong or support the party, at trade shows you have the opportunity to not only show off your products to those who are already impressed by your products, but you also have the opportunity to convert those customers who have a problem and don’t realize that you may have the solution. By meeting with these customers, answering their queries, explaining what you have to offer, you are changing one seemingly uninterested tradeshow attendee into a solid customer. Change … isn’t that what everyone is harping about these days?

One more thing trade show events and Election 2008 has in common.

What else can trade shows do for you? As Carrie Freeman Parsons, Vice Chair/CMO, Freeman told American Business Media (ABM), events are great at “bringing buyers and sellers together in an environment that promotes live interaction, the exchanging of ideas and the sharing of information.”

This view was dittoed by John Failla, CEO, Tesoro Events, in BtoB magazine. “In the last 10 years, organizers have begun developing events that target vertical product categories in addition to taking responsibility for scheduling meetings between exhibitor and buyer.” He also noted that this “combination of targeted categories and facilitated meetings has proven to be a compelling model for driving greater ROI for attendee and exhibitor.”

Still not convinced about trade shows? Oh, I get it, like my former boss, you’re a numbers guy. OK here are your numbers.

According to a recent study co-sponsored by Forrester Consulting and ABM:

• 80 percent of b-to-b marketers build brand awareness, generate qualified leads and reach top business decision-makers (BDMs) at industry-specific events.
   
• Two-thirds of BDMs attend industry-specific events while on the job.
   
• More than 60 percent of ABM member companies are active in the business of events, which account for more than 36 percent of annual member revenue, or $11.3 billion dollars each year.

Now you have no excuse. Look to this year’s candidates and follow their lead and hit the road. Meet and greet your attendees, bring on that smile and chat with them. Tell them what products you have, what you can bring to the table, how your products can solve their crucial problems. Remember fourth grade? Yep, Obama remembers as do Palin, Biden and McCain. It’s all about show and tell.