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The Top Eight Trade Show Myths

Caroline RennardTrade shows can be a highly effective and efficient way to raise awareness, generate leads, and even sell products and services. They are also logistically very complex, requiring careful planning to ensure a successful showing. Recognize that a trade show is a step in the marketing process rather than an isolated event. Other marketing tactics—such as public relations and lead generation programs—can and should tie in with your company's trade show activity. To that end, MKTX developed the following list of myths—as well as keys to making your company's trade shows successful.
  1. Trade shows aren't worth our time.
    "We exhibited at XYZ event last year, and didn’t get one lead out of it." Further questions typically reveal there was no pre-event marketing, little thought put into strategy and goals for the show, and a mistaken belief that having a fish bowl to collect business cards will result in numerous qualified leads.

    Trade shows offer exposure to a concentrated pool of prospective customers, and provide a target-rich place to meet with members of the industry trade press. Exhibit Surveys Inc. reports that 83% of trade show attendees have a net buying influence, and 59% are planning to purchase in the next 12 months.

    Trade shows are the only marketing medium that brings prospects to you. In the field your salespeople can meet with three or four prospects a day. At a trade show they can meet with 15, 20, or even more.

    Face-to-face editor meetings are a key part of the media relationship-building process, and meeting multiple editors at shows is far less expensive than mounting press tours. Don’t forget to take the time to speak with market analysts, who can provide some relevant data or a quote to include in your next marketing plan or presentation.

    Trade shows are also great places to meet with complementary product or service providers and form productive business alliances. And, of course, they provide a good venue for checking up on the competition.

  2. We should stick with the same old shows.
    Many companies fall into this trap, missing out on new opportunities while they’re busy allocating time and marketing dollars to events with poor rates of return. Worse, they may have never measured the ROI on show attendance, making it very difficult to know when to consider change.

    There are over 5,000 trade shows every year in North America alone. Understanding the difference between regional and national shows, vertical/horizontal attendee shows, and vertical/horizontal exhibitor shows is a start toward determining where as well as how to exhibit. Look to your agency or other expert resources to help with the strategic planning process as well as recommend effective lead generation and awareness building activities for the best shows for your business.

  3. You can't measure results from a show.
    According to the Center for Exhibition Industry Research (CEIR), as many as 71% of exhibitors fail to set objectives. Even worse, of the 29% of exhibitors who do, half fail to follow through on them. Carefully constructed objectives can help measure the show’s benefit to the sales department, says CEIR.

    Beware of communication-related goals. These are the "sound good, but aren’t measurable" type of objectives that focus more on what the company wants to do for the customer rather than what the trade show should do for the exhibitor, such as:

    • Reinforce customer loyalty.
    • Introduce new products.
    • Build relationships with current customers.

    Instead, set clear, measurable sales-related goals. Examples of these include:

    • Increase sales by 5 percent within three months of the show.
    • Conduct product research on at least three of our major competitors exhibiting.
    • Expand company’s mailing list 10 percent with qualified leads.
    • Attract media attention from four leading industry publications through press promotion on new product XYZ.

  4. We need lots of pens with flashing lights.
    How much of that junk from the trade show floor ever makes it back to your office? Poorly conceived "incentives" do little to promote your brand or make you memorable in a meaningful way to your prospects.

    This doesn’t mean you shouldn’t consider giveaways. Well thought-out ones can draw traffic to your booth or improve results for show-related direct mail campaigns. According to Kim Frazier, president of Frazier & Co. LLC, a corporate marketing products and services firm, ”One key criterion for determining trade show premiums is to assure there's a strong connection to the brand. For example, companies holding the top market ranking then failing to provide items that support their positioning experience a real brand disconnect with customers. Thinking creatively and strategically about merchandise or finding a company to help you with that task is paramount. Think of premiums as 'Branding Premiums' designed to physically represent the brand while increasing marketing ROI."

  5. We just need to show up with our booth, right?
    On average, pre-show promotions increase booth traffic by 33%. Seven out of ten people attending a show have a planned agenda, according to CEIR. Before they even arrive at the show, they already know some of the companies and/or products they want to see. Plus, they generally know which educational sessions and networking events they want to attend. It makes sense to reach these people prior to the show with effective pre-show mailings. Lists of attendees can be acquired for most events.

    Well in advance of each show, identify opportunities for press releases, schedule meetings with trade journal editors at the event, and deploy Internet-based tactics like pay-per-click campaigns and website links to help generate buzz. If you wait until the last minute to attempt to schedule meetings with editors, you’ll usually find their time to be booked up with other appointments—quite possibly with your competitors.

  6. We have plenty of time to get prepared.
    Before you do anything, read the exhibitor manual. This is your complete reference guide to every aspect of the show. The manual should include show schedules, contractor information, registration, service order forms, electrical service, floor plans and exhibit specifications, shipping and freight services, housing information, advertising and promotion. Reading this and signing up early can save you 10-20% off the cost of later registration, and help you avoid costly mistakes.

    "If you need to develop booth graphics, literature and/or a pre-show direct mail campaign, you should be planning at least three months in advance of the show," says Tom Werner of Next Level By Design, a trade show and event marketing company. "Leaving these things to the last minute causes stress and often results in errors being made. Plus rush, change and overtime charges will add significantly to your costs."

    Also be sure to request a media kit early on, which will contain information on attendee lists that can be purchased, the press attendee list, sponsorship and advertising opportunities, and other ideas to consider adding to your marketing mix.

  7. The sales guys can train everyone on the fly.
    Staffing your exhibit with a variety of personnel—some technical, some sales and some upper management. If you can’t afford many people in your exhibit, arrange a hot link to your company via Web conferencing. Be sure your staff is trained to quickly recognize and qualify your company’s target audience and ready to deliver appropriate sales messages. Conduct internal training seminars and role plays to prepare staff. And most importantly, be sure your staff understands why you are exhibiting, what you are exhibiting, and what you expect from them at the show.

    Be sure your staff understands that giving visitors “data dumps” on all products and services that might interest them is generally unhelpful. So is just handing out literature. Emphasize the importance of asking good questions and listening to visitors, to try to understand their real pain points and their potential level of interest in your products or services.

  8. When the show is over, the work is finished.
    Sales and Marketing Magazine reports that 80% of leads generated at trade shows are never followed up on, or the follow-up happens too late. To avoid this, you must create a system of lead tracking and accountability.

    Prior to the show, establish how leads will be handled, set timelines for follow-up, and make sales representatives accountable for leads given to them. After the show, organize your contacts in categories such as:

    • low-hanging fruit (ready to buy now).
    • maybe interested in about six months.
    • not worth pursuing.

    Promptly after the show, follow up with all prospects, starting with the hottest. If you wait too long, they won't remember you or be as inclined to talk further with you.

    The same applies to contacts with members of the press. Don't assume that they remember everything about their conversation with you at the show. Follow up to remind them about the mutually agreed-to action items and you'll improve your results.

    After the show, regroup with staff members who attended to evaluate the show and your efforts. Taking notes on this now will help improve and fine-tune your efforts at future shows.