After seeing just how slow traffic seemed during my visit to NPE 2009 last month, I am curious about the return B2B companies are getting from their investments in trade shows during these difficult economic times.
While some events — such as the recent WINDPOWER Expo in
I don’t mean to be a skeptic, but I am not sure whether I totally buy into that. Could it be that this “spin” is coming from folks who are trying to justify their investment in a big exhibit or attract booth space and sponsorships for their next show?
Anyone want to weigh in regarding their actual experience?
I am not saying that companies should exclude trade shows from their marketing and PR mix. I do think, however, that the new economic landscape may require a fresh approach to maximizing results more cost effectively.
No one wants to see less traffic at a trade show. However, based on the Int’l Builders Show and the Kitchen & Bath Show, both of which I attended, there is truth to the better prospect rationale. Most of the attendees at those shows made an investment decision to attend. They went for a reason and smart exhibitors were able to leverage that. It’s a cost-benefit for an exhibitor, but if you go in with the right expectations and the right approach, you can do business, even at a down show.
Great questions Brian. I recently attended the OrganicExpo and also found smaller numbers. But I remain a believer that nothing will ever compare to being live in the same room with your prospects and clients, whether that is at a trade show or another opportunity in your event marketing plan. The key is to optimize efforts to ensure the highest possible ROI for each show, including pre-show, in-show and post-show activities. And, of course, to measure that ROI to truly know what impact declining numbers are having on that particular show.
Our president says that salespeople only remember the last thing that happened. And if it was chatting with one of their favorite clients, they’ll say it was a good show. And worse, we never ‘scan’ these clients because we already know them.