Exhibiting at a tradeshow or expo can be a big commitment of marketing budget and time, so how can you make sure it’s worth it?
If executed effectively, no other marketing medium can connect your brand with a concentrated number of active buyers in a set period of time. The power of successfully exhibiting can be immediate and measurable. So why is it so difficult for marketers to commit?
Behind the scenes, executing a successful trade show campaign is time consuming. There is also a lot of moving parts to consider and align – and it can sometimes seem overwhelming to know where to start.
Developing a comprehensive strategy and implementation plan that not only includes pre-show, during show and post-show activities but also assists with the evaluation and selection of future trade show and expos is the first step to success.
87% of marketers say face-to-face marketing is important, and 83% of trade show visitors have authority to purchase or influence purchasing. *
According to a Simmons Market Research Bureau study, 91% of respondents ranked trade shows as “extremely useful” as a source for purchasing information. This was higher than any other source, including on-site visits from reps. Nearly half of the respondents had purchased products or services at a trade show. It is clear that there are many benefits to exhibiting – if you do it right!
With marketing teams stretched these days, consider engaging an industry expert to ensure exhibiting is a powerful, effective and measurable part of your marketing mix. Look for one that is willing to work with you across the entire project, offering both a strategic approach, and managing the often confusing and overwhelming day to day logistics involved.
This process can involve all or some of the following – depending on your specific requirements:
- Evaluation and trade show selection
- Setting measurable objectives
- Developing key messages
- Selecting the right stand position
- Design of an impactful yet practical booth
- Production, installation and dismantle of booth
- Liaison with show organisers
- Develop a comms plan
- Map the visitor journey on the stand
- Write a briefing document for booth staffing
- Book and brief brand ambassador staff
- Assist with lead management
- Manage design, production and delivery of stand merchandise and staff outfits
- Develop on stand demonstration / information pieces as required
- Debrief reporting, evaluation and measurement
Remember, visitors attend trade shows and expos for a number of reasons:
- A cost effective means of sourcing products, services and information
- Direct personal access to the suppliers and service providers
- The opportunity to question, examine and compare the performance of competitive suppliers and gain competitive intelligence to make buying decisions easier
- Most importantly, they come to buy!
The benefits of exhibiting are widely documented and should be considered seriously by every marketer looking to drive leads and connect with prospective customers. Yes at first glance it may seem like an expensive option within the overall marketing plan, but with the right strategy and effective implementation it will be one of the most beneficial marketing activities you undertake. Just make sure you have the right support team in place to maximise your results!
For a quick guide on some must dos for exhibitors download our e-guide: ‘Visibility to credibility – 5 tips for planning a successful tradeshow’.