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.
  

Is That Spinach In Her Teeth?

by Judy Haveson, VOLLMER New York

Do you multi-task while on a conference call? Do you constantly ask the person to repeat their question because you are not paying attention? Do you ever put the call on speaker and go down the hall to get the document you just printed? If the answer to any of these questions is yes, join the rest of us!

Now imagine if we did all these things, but the meeting is over video. We are all so busted, not to mention downright rude in the eyes of co-workers, clients and other meeting attendees. Welcome to the world of video conferencing.

In fact, now more than ever video conferencing has big benefits for business during a troubled economy. The Association of Corporate Travel Executives (http://www.acte.org/) recently said that 71 percent of its member companies were planning on spending less on travel this year compared to 2008. In order to still have face-to-face meetings more companies are turning to video conferencing and online training*. Not only are they slashing travel costs, but improving their “green” footprint. Reducing travel is forcing employees to learn a whole new set of meeting etiquette. And if you’re one of those “mute button, multi-tasking” conference call attendees the following are must-read tips and advice for participating in video conferences.

• Dress appropriately – you wouldn’t attend an in-person meeting dressed in your sweatpants so don’t think it’s a good idea for a video conference either. Proper business attire is a must, as with any in-person meeting. Along these lines, consider NOT wearing bold colors, stripes or other crazy pattern or dangling earrings that might interfere with the monitor or make it hard for other viewers to focus.
  
  
• Finish your meal – it’s usually a good idea not to eat during video conferences so everyone doesn’t see what you’re eating…or how you eat it. You never know when there will be something in your teeth that will now be magnified in HD quality for the entire room to see.
  
  
• Don’t use the video camera as your mirror – more awkward then looking straight into a camera and seeing your face in a large monitor is having others look at that same person fixing their hair or makeup and wondering if they look okay in front of an entire room of people. Check yourself before the meeting.
  
  
• Look them in the eye – as with all meetings, if you’re speaking look at the person you’re addressing, whether it’s to the group through the camera or those in the room. And if you’re listening, look at the camera, otherwise you’ll appear to not be paying attention.
  
  
• Mind your manners and use common courtesy – be prepared, be on time, pay attention, don’t check the Blackberry or work on another project, and don’t leave the room…everyone will see you!
  

Video conferencing can cut costs, improve productivity and communication but, like any other technology, it must be used properly. Following these basic guidelines will go a long way toward making all your future video conferences a success.

*For more on online video conference training, contact Tony Shelton at Shelton & Caudle Communication Training & Crisis Counsel, a division of VOLLMER.