Many businesses are jumping ship and abandoning trade shows due to the economy. They can’t rationalise the expenses involved in trade shows. However, if you take a closer look at some of the reasons you should not avoid trade shows and the value you can get from trade shows, you might find that your marketing department needs to start scheduling some shows. The best reasons for attending trade shows are outlined here. These will explain why you need to order some branded materials and get your booth ready for the next event.
1. Many prospects in a short time: Trade shows give you the opportunity to see more prospective clients in one place in a short period of time than any other event.
2. Relationship Building: In addition to having the opportunity to see prospective clients, you also have more time to spend talking with prospective clients. You can learn more about how you can meet their needs and earn their business.
3. Networking: Trade shows give you the chance to meet and talk others in your business as well as vendors who can be beneficial to your own business.
4. Competition: When you attend trade shows, you are not only showing your products and services, you also have the opportunity to see your competitions’ products and services. This gives you the chance to measure your company against other companies and make adjustments if necessary.
5. Demonstrate and Educate: You don’t always have time to demonstrate your products or educate your clients about your services in a captive arena; however, trade shows give you the opportunity to show what you have and what you do to many people in a brief time.
6. Cost Effective: Even with the cost of employee time, take-aways, travel and the fee for the show, trade shows provide more exposure for less money than sales calls that lead nowhere. You can spend days and days on the phone making cold calls and not reach as many people as you will at the trade show.
7. Target Audience: Trade shows are geared toward a specific industry; this means you are not prospecting among people who may or may not use your services. The majority of the people at trade shows are involved in the industry being represented.
8. Database: Although this is lower down the totem pole, trade shows give you the opportunity to gather data on people and businesses that are already part of your industry and may at some point need your services. You can do this through raffles or something similar that asks for contact information.
The bottom line here is simply that you should not give up trade shows completely. They are still a valuable and viable marketing tool. In fact, many marketing coordinators would argue that this is the time to insist on trade show participation. Face time with prospective clients is much more valuable than a sterile phone call from a stranger.
If you are attending trade shows and seeing success, we would love to hear from you. Send us your comments in the box below.
(Image by Morgue Files)