Trade Shows – Smart Move or Risky Business?

by Rupa Patel, Vollmer Public Relations

Halfway through 2009, it’s safe to say that economic concerns remain top-of-mind in the business world. Eager to find ways to cut budgets and expenses, more companies are putting trade shows on the chopping block – a move that some call a no-brainer and others call risky. So with purse strings tightening and budgets being slashed left and right, why should companies keep trade shows as part of their marketing and sales mix?

Exhibitors:

There’s no time like Face-Time. Face-to-face meetings get you visibility that no amount of blogging, tweeting or other tech-forward, budget-friendly communications channels can duplicate. Buyers want to see which companies are out there and talk with the people behind the products. If they’re going to invest in you, they want to have a face that goes with the company and a history with you that tells them their investment is a safe one.

A buyer may not have money to spend now, but when they do, you want to be the last company they spoke with and the first name they remember.

Hundreds of Birds, One Stone. Compare the expense of having to make multiple sales calls to each and every one of your prospects compared to the cost of making one trip with all of your potential buyers together under one roof. While doing a show is by no means cheap, it’s a small price to pay for the short and long-term payoff of leads (not to mention possible media exposure) that can be gathered over just a few days.

Remember: A friendly 15-minute chat at the registration table can mean the
difference between making multiple trips to woo a possible client and being able to pick up the phone and make a deal.

Buyers:

Take Advantage. Having multiple suppliers in one place means you can weigh your options against each other and make a more sound decision versus having to compare multiple offerings over a few weeks or months worth of sales visits.

Remember: These events are full of exhibitors just as eager to make a sale as you are to get a great deal. Take advantage of the opportunities to scope out all your options and get the most bang for your buck.

Tricks of the Trade. What better way to hear what’s working and what’s not than from those who have already tried it? Conference sessions and roundtable discussions can help you save the time and expense of having to work out new project kinks by getting first-hand information on how to move forward as effectively as possible.

Remember: Show sessions have tools to improve business processes and create efficiencies that can save more than their fair share of valuable dollars in the long-run.

So yes, trade shows are still worth the expense. Does that mean you’re stuck shelling out thousands of dollars for a three-day stay in Las Vegas? No! There are always options for even the strictest of budgets.

• It’s not an “all or nothing” game Go to one show, maybe two, not 12. Research your options and check out each event’s show offerings, sessions and track record for return attendees.
  
  


• Go to the source Contact show organizers and see what they’re doing to get qualified buyers and exhibitors to you, even if it means sacrificing higher attendance numbers. Having 1,200 people on the exhibit floor doesn’t matter if only 200 are interested in making a business deal.
  
  


• Watch deadlines All conferences offer early registration discounts, keep these dates on your radar and make sure you are signed up in advance. Your savings can be used for other marketing / sales initiatives or to cover the expense of sending another staffer to the show.
  
  


• Professional membership Many professional organizations offer members discounts to industry events. Look into member rates or see how the cost of membership compares to ongoing trade show savings opportunities.
  
  


• Speakers / sponsorships Speaker and sponsor perks often include free show passes. Checkout sponsorship and speaking opportunities, which generally range from individual presentations to group panel discussions. Also, time and monetary comparisons with your current schedule and costs.
  
  


• Booth packages Shipping costs always catch people off guard. Look into renting booth packages on site. The savings from not having to customize a booth and ship it to the show will be worth the extra planning.
  
  


• Complimentary / Floor passes Many shows offer complimentary or floor passes that limit your show access. You may miss out on speakers and sessions, but if your primary goal is to find a vendor or make a sale, getting onto the exhibit floor is clearly the priority.
  

Come Into My Lair!

TRADE SHOW 101
by Karen Marino, VOLLMER Dallas

As you develop marketing plans for the coming year, remember that trade shows are a great way to reach client prospects, industry contacts and suppliers all under one roof – if strategically planned and implemented well. So, how do you get your monies’ worth? Here are a few guidelines:

Get started. First, you need a strategy for your trade show program. Start by asking yourself a few key questions. What do you want to accomplish? Who are you trying to reach? What action do you want your targets to take? How will you track leads / results? Once you’ve answered these questions you can develop an overall approach and select the industry shows and conferences that are right for your needs.

Book it and build it! The earlier you book your space the better. Many shows offer special “early bird” rates. You’ll also have a chance to choose from the best spots on the floor.

You’ll need a booth set up to display and demonstrate your product or service, meet with potential customers and showcase your brand. Your booth can be as simple as a 10’ X 10’ “pop-up” booth that costs anywhere from $500 to $5,000 or a spectacular set-up that can run into six figures. Determine your booth budget and go from there. Also, keep in mind how the booth can be transformed to fit other conference needs in the future. When choosing a company to construct your booth, review a portfolio of their previous work and be sure to ask for references.

Design to sell. Set up your booth in a way that’s easy to meet with prospects. First, you have to attract their attention. One VOLLMER client that was promoting “mini” labels displayed a Mini-Cooper in its booth and conducted a drawing to give the car away. You may not have the budget or space for such a prize, but you can come up with something just as creative. Try attracting attendees with an interactive element such as a hands-on demonstration or game.

Also, your booth should be set up for maximum traffic flow. Space out your furniture and displays so that attendees have access to all elements. If they can’t get in easily, they’ll just move on. Have a few chairs around a table where you can meet with serious prospects. It will keep you from being interrupted when you are in the middle of making a sale.

Kick the tires. When your booth is complete, schedule a date to view it completely set up and conduct a thorough inspection. This is the time to find errors and correct them. In a perfect world, this viewing should be at least three weeks before the show to allow for any necessary adjustments, packing and shipping to the show site.

Mind your messages. Think about what will happen in your booth. What will you say to prospects? What type of product literature will you give them? You should emphasize a few key messages again and again, whether it’s through simple conversation or printed materials. If needed, consider having those working the booth get advance training on how to best communicate what’s important and how to “ask for the sale.”

Get the right giveaways. Promotional products can enhance your trade show presence and help you stay top of mind with prospects long after the show is over. Consider pens, pads, koozies or flash drives – the choices are endless – but make sure such promotional items are tied in someway to the booth theme or to a company slogan.

Add the finishing touches. An important component of exhibiting at a trade show is what’s known as show services. Every show has an exhibition company that provides support such as booth installation / dismantling (usually you’re not allowed to do this yourself), draping / carpeting and access to Internet, phone and lead retrieval services. These items can quickly add up, so be sure to factor them into your overall budget. And make a point to learn and understand union rules in the state the show is in!

Ready – set – show! It’s show day. Your booth is set up and your sales force is ready to go. In addition to seeking out prospects, keep an eye out for reporters from industry publications. Offer your expert opinion on issues impacting the industry and you might gain valuable exposure in a post-show article. And if there is a press room onsite, be sure to place company materials there daily.

That’s a wrap. Your booth has been shipped back and the crowds are gone. Now it’s time to organize your leads and determine how you’ll follow up. Don’t delay. To get the best return on your trade show investment, you should connect with prospects while the show is still fresh in their minds.

VOLLMER has a creative services department that can help with every aspect of coordinating a trade show including concept development, booth and collateral design, staff training, media outreach and on-site assistance. Visit out website at www.vollmerpr.com.