Trade Shows: the Original Social Networking Sites

A 2008 study of business-to-business marketers by MarketingProfs.com and Forrester Research found trade shows rank among the top three most frequent marketing tactics for cost-effective lead generation, customer loyalty and prospect awareness. A year later, the 2009 iteration of the survey found 58% of the same marketers are considering a reduction in their trade show budgets.

Trimming budgets may be an economic necessity in trying timers but trade shows remain one the most valuable and effective opportunities for face-to-face interaction with customers and prospects. Trade events additionally provide essential continuing education and networking opportunities for employees to help them excel.

By all means, review the trade shows you attend to be certain each event is targeted to and well-attended by your audiences. Make sure you’re getting the most ROI out of your trade show investment. Conduct pre-show outreach to attendees and give them a reason to visit your booth. Leverage the significant public relations opportunities by contacting trade media attending a show to schedule interviews with your spokesperson at the event. Make sure exhibit booth staff are well-trained in key presentation, sales and marketing messages as well as the goals of event attendance.

I agree with John Baldoni, author of Leadership at Work, who points out that “meetings are far more than a collection of speeches or talking points. They are an opportunity for people of similar interests to come together and share their stories about how they are coping as well as what they are doing to increase business.” The opportunity for idea sharing Baldoni refers to is the heart of many American businesses, and may very well hold the key for pulling struggling companies out of economic turmoil.

Trade shows mean business, and business means revenue. The bottom line—scaling back on costs might be necessary, but cutting off employees and your company from sales, networking and educational opportunities is not.

Erin Higgins
Manager, Client Services
ehiggins@cmasolutions.com