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Industry Conferences &
Trade Shows
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Marketing Campaigns > Conferences & Trade Shows

Industry Conference Presence and Trade Show Marketing

Choose carefully when to invest in trade shows: they can still be a great way to build an industry presence


“Meeting the right Microsoft people in a conference, Gil managed to convince Microsoft to change one of their Windows components permanently, a change that reduced dramatically our project implementation period and increased our ability to interface with other vendors."

Haim Mer, Founder & CEO, C. MER Industries


Trade shows have long been a staple in successful business marketing. However, times have changed, and some are now debating whether trade shows are almost obsolete. So is there still a place for a physical industry conference in an age where most of the socializing is now performed on the social media sites?

Today, acquiring knowledge is mostly done through self-education online – though search engine research, peer review, videos on social media sites, or webinar presentations – leaving industry conference and trade shows with almost nothing to offer. Nevertheless, there may still be strong lead generation potential for your company at trade shows.

Here are three proven criteria to consider before planning to attend and investing in trade show marketing:

  1. Your product or service requires face-to-face interaction – Does your company operate in an industry where a one-on-one, personalized demonstration of your product would be much more effective? Consider how much more of an impact a face-to-face interaction or the ability to touch and manipulate your product can provide. For example, products where quality is a selling point can offer a much better representation through touching and feeling at an industry conference, as opposed to staring at a computer screen. Many service-based businesses may also find it extremely challenging to build trust without face-to-face interaction at trade shows.
  2. You would like to partner with leaders in an industry you do not know – How good are your inter-industry relationships? It is much better to network with industry players and discuss potential partnership opportunities face-to-face, and in a single location at trade shows. Personal initial contact can help establish a foundation for longer and more prosperous relationships.
  3. You would like to establish a reputation of an industry leader, visionary or coin a new concept in the market – Do you want to make a statement within your industry to let them know your company has “arrived”? Through effective trade show marketing, you manage to get your presentation included in the industry conference agenda, you can educate potential client why your solution/direction is the right way to invest. Driving heavy traffic to and drawing interest in your booth can create a buzz throughout your industry.

Before you go order your booth and trade show location, be sure and talk with us. We may be able to provide some good advice about the right location for you, what needs to be done to be fully prepared for the industry conference and how to lend a speaking opportunity that would drive traffic to your booth. Additionally, we can help expedite your booth design process, and ensure that it’s consistent with the positioning strategy and branding of your sales/marketing material.

Let Direct Objective assess whether physical industry conference and trade shows are beneficial for your company or whether you should instead consider investing in an online webinar and other social media marketing solutions.