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Should We Exhibit?
By Joyce McKee | July 17, 2008
This is an age old question. And depending on what is happening in your company and its marketing department, there could be several answers to this question.
Being at a trade show could be a vital boost for your sales process - if you are prepared to take advantage of this marketing opportunity. But if you are not totally prepared, I would say to reconsider the potential drain of time, money and resources.
Last month the Center for Exhibition Industry Rresearch released some new information. The following is from their press release:
The Center for Exhibition Industry Research (CEIR) announces the release of seven of its most popular research reports now available with all-new data on exhibition industry attendee quality and characteristics. Based on 2007 survey response data compiled by Exhibit Surveys, Inc., these reports individually and collectively highlight that exhibitions deliver highly-qualified prospects with buying influence to exhibitors. According to the research conducted, an overwhelming 77 percent of all qualified attendees at exhibitions represent a new potential customer for exhibiting companies, 82 percent of whom have purchasing influence.
If you are considering exhibiting, these numbers are impressive. Wouldn’t you like to be in a place where the aisles are full of potential customers?
My advice is to prepare your company thoroughly for this exhibiting experience which means doing ALL the necessary homework for success. There are too many companies who just “show up” for the trade show - unprepared.
Now for a blatant pitch for my new Membership site - I have created a paid site that provides the necessary tools to accomplish the task of creating the best show ever. Just click on the video on the right to get a flavor of this offering.
Answers for the corresponding question - did we do any good? Check out the Exhibit Surveys ROI Tool Kit at: http://roitoolkit.exhibitsurveys.net/Home/Welcome.aspx
Until later…
Topics: Trade Show Tips |