Why Trade Shows

WISE UP!

With the advent of ever-increasing access to technology for communications over the past decade, there are some who believe that trade shows will soon become a thing of the past, or that they will carry less importance within the marketing mix for companies.

Well, guess what?  Trade shows are continually rising in popularity and effectiveness due to what they bring to exhibitors and prospects: human interaction.

While some may say that technology is the way of the future, here are five reasons why trade shows will undoubtedly endure:

All companies that invest in exhibit marketing should have a good understanding of “Why” they are investing, “What” they hope to achieve, “Who” they need to get in front of to accomplish the goal(s) and “How” they need to interact with the target prospects once in a face-to-face environment.

However, too many organizations minimize the detailing of goals and leave the extensive potential value of investments they are already making on the trade show floor.  So whether you are quantifying and measuring to establish a formal ROI (Return on Investment), or simply want to enhance awareness of the many values trade shows offer your firm, below are five extra gifts from the world of exhibit and event marketing.

For the past 8-10 years the relevance of trade shows have been questioned as the business environment continues to change due to emerging technologies and economic pressures that compel business professionals to measure and question every expense.

In the trade show business, it’s all about measuring ROI, which is critical to any program.  But what about your Pre-ROI?

We all love to make a sale at the show or the few days after, but in many industries that just isn’t possible.  The ROI comes later, often many months later.

According to EXHIBITOR Magazine's 2015 Sales Lead Survey, only 35 percent of marketers track the percentage of leads sourced at trade shows that yield actual sales. And less than half of exhibitors routinely calculate the return on investment of their trade show participation. See the complete article at www.exhibitoronline.com

So let' take a holistic view and calculate the value of trade shows.

Image: www.exhibitoronline.com

Mrs. Costello, my 7th grade English teacher’s favorite line (at least what she frequently repeated to me) was “don’t disrupt the class.” I generally implore my clients to do the opposite: “stand out and get noticed!” In business, as in trade shows, blending in diminishes impact, memorability and potential ‘buzz’ about your product or brand.

Besides, it is hard to be seen as being outstanding if you don’t first “stand out.”

June 20, 2010

By Mike Thimmesch

If you are reading this article, chances are you actually don’t think trade shows don’t work. 

Why?  Because, as two show producers recently told me, it’s exhibitors who most need trade show training that avoid it, while good exhibitors seek training to keep sharpening their skills. 

October 8, 2009

By Mike Thimmesch

While trade shows are not easy, they are many worthwhile reasons to exhibit.  How many?  In just ten minutes time (and without succumbing to the temptation of a Google search), I came up with these 22 reasons to lug your trade show exhibit down to the nearest convention center and exhibit:

By Mike Thimmesch

There are many reasons to exhibit at trade shows and many reasons not to.  While there are some valid reasons not to exhibit at shows, you may mistakenly be relying on reasons to avoid shows that don’t hold water.  Here are 8 reasons:

March 20, 2011

By Mike Thimmesch

Looking for proof that trade shows are still a powerful marketing medium?  You’ve got it! Skyline and EXPO Magazine have combined resources to create a new white paper called The Value of Trade Shows.  Use this report to help justify and enhance your trade show program and get more people to your trade show booths!  Click here to request your copy of this report. Based on extensive surveys with over 500 trade show exhibitors and attendees, this report reveals that even in the midst of recent technological changes, exhibitors and attendees still find significant value in trade shows, and expect to for many years ahead. In this new, 24-page white paper: