Trade Shows are Back!
It’s fall and trade shows are on every marketer’s “To Do” list. Exhibitors are talking about new graphics, giveaways, and Las Vegas. I love their excitement for trade shows… and to some extent, loath it. Why? I get to hear exhibitors grumble about the cost of a display, poor leads, drayage, and their ROI. And, no matter how much we coach them on the basics of trade show marketing, there’s always a few managers who just don’t get it. They buy cheap, basic displays, don’t do any pre-show marketing, bring the wrong staff, and then take a cavalier approach to show leads. Their results suck, and they wonder why.
It’s not an age thing. Baby boomers are no better than Millennials, Gen X’ers or Gen Y’ers. So, let’s draw a comparison to other advertising. Would most marketers make these advertising choices?
Magazine Ad:
1. So… the black and white ad is cheaper? Yes, I realize this is a glossy color publication, but B&W ads are “artistic,” and I can run two for the price of one.
2. Thanks for the publication’s circulation numbers and demographics. No need to explain. I’ll review it later in my “reading” room.
3. My unemployed second cousin is designing the ad with a pirated copy of Illustrator. I’m paying him in pizza and PBR.
4. The sales team doesn’t need to see the ad. It’s their job to sell whatever we tell them to sell.
5. That B&W ad didn’t work. I’m not going to advertise there again. Stupid magazine!
Television Commercial:
1. “Video Production for Commercials” [Google Search]. That first one looks just fine.
2. Concept storyboard? Nah! Creativity should be spontaneous!
3. Those 2-4 am slots are cheap. I can run the spots 6 times an hour.
4. Neilsen ratings? That’s for amateurs who don’t trust their “gut.”
5. That television commercial didn’t work. I’m not advertising with them again. Stupid TV station.
Online Banner Ads and PPC:
1. My admin assistant manages our banner ads and PPC. Ruthie — Don’t you handle that?
2. Of course, we have a Google Analytics account. I have the password around here somewhere.
3. $2.50 a click? No brainer. Here’s my credit card. How much could that possibly cost?
4. You saw my banner ad on what site? For what? Oh that’s bad. That’s really bad.
5. That online advertising and PPC didn’t work. I’ve canceled my accounts. Stupid Internet.
Social Media:
1. Blogging? Love it. I’ll post every day for the next year! Starting tomorrow.
2. Who doesn’t love cats and kittens? Let me share.
3. Aren’t LinkedIn and Facebook basically the same? I post the same stuff on both.
4. 75 Tweets today. Where did the day go?
5. That social media didn’t work. What a colossal waste of time. Stupid Social Media.
You get my point. Trade show marketing should be treated with the same intensity, analysis, and professionalism as every other form of marketing. For many companies, it can represent up to 40% of their annual marketing budget; yet, they often see it as a distraction, not an opportunity. If you don’t have time to become an expert, hire an expert. There are many trade show consultants who have devoted their careers to ensure their clients succeed at face-to-face marketing.
Stupid? Not if trade show marketing is done right.
About Classic Exhibits
No two trade shows or two exhibiting companies are the same. And creating the perfect booth requires a strategy, careful planning, and a trusted exhibit partner. Whether you need a portable, modular, or custom exhibit, you need to know that an exhibit professional will ask the right questions and turn over “exhibition rocks” you may not have considered.
For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers. The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.comm and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.