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What results are you getting from Trade Shows?
By Joyce McKee | December 21, 2007
For years I have watched companies conduct all sorts of marketing activities in hopes of producing measureable results – sales.
They are hoping that the marketing activity, whether it is a direct mail campaign, a seminar or exhibiting at a trade show would gain the company new customers. And all too often, they have not measured these activities to see what ones had the greatest “pull” or brought in the revenue stream they had imagined.
Tradeshow Week shared the results of a survey they conducted and it warmed my heart.
Finally some exhibitors are getting it and cutting back on non-performing marketing activities. The research was reported in the October 29, 2007 weekly issue, entitled: “Exhibitors Seek Fewer Shows That Count More”. Here are a couple of points the author makes in the opening of the story:
“Attention, show managers: Your exhibitors are wising up. The 2007 Tradeshow Week survey of corporate exhibitors indicates that they are participating in fewer shows, cutting some from their schedules because of high costs, and finding ways to get more bang for their buck in the ones they keep. It’s not that exhibitors are down on tradeshows – in fact, their results at them are great – it’s that they’re done wasting money that could be better-spent.”
Any show needs to bring value to the exhibitor, whether it is a branding experience, a new product/service release or you are there to gather new customers.
For too long companies just participated in hopes of achieving certain goals. Now it seems the light has been turned on and some exhibitors are examining which shows produce the best results for them.
I applaud this thinking and wish that many others can see the light.Every marketing dollar must produce a result or you should use them. Once they are spent – it gone, so it better produce the desired result!
Until next time…
Joyce McKee
Topics: Trade Show Tips |