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Executive Tips
Utilizing Trade Shows
In tough economic times, your marketing budget often takes a big hit. Even now, though, the value of tradeshows shouldn’t be overlooked. Before removing them from your marketing program, consider the fact that they are a great place to network and learn about clients, partner and competitors. There’s no substitute for “face-to-face” contact.
Here are a few things to think about as you plan for your next trade show:
1. Share the Costs
Are any of your larger partners planning a booth presence at the show? Consider “subletting” space in their booth or combining your budgets on a larger booth. That way, you can save money and have a chance to bond with your partners.
2. Be More Interactive
Add value to everyone’s experience. Run an online survey from your booth, with incentives to participate. You may even be able to work with show organizers to share your results as part of the show-floor news. You’ll capture valuable data and boost your lead capture rate at the same time.
3. Boost Pre-Event PR
If you’re not already using the show organizer’s pre-registered media list, take a look at it. With timely news, access to company and client executives and enough lead time to make the calls, you can get reporters and analysts to visit you. Of course, there’s no guarantee of coverage, but if you tell a relevant story – an industry trend and your company’s unique perspective on it – you can often rise above the noise.
4. Measure ROI
How will you know whether an event is worth a return trip? Plan ahead and set goals you can measure. Track things such as the prospect capture rate and partnership development opportunities both during and after the show. Remember, most of the tangible results of a show happen post-event. Have a good follow-up strategy, and you’ll get a better sense of how to budget for future events.
5. Walk it Out
Sponsorships or booths may be out of reach for some shows. In those cases, maybe you can accomplish some of your goals just by having feet on the floor. This way, you can still have a presence at an event that might otherwise have been out of reach.
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