Consider when to invest in trade shows: they can still be a great way to build an industry presence and attract leads.
Trade shows have long been a staple in successful business marketing. However, times have changed, and some are now debating whether industry conferences are obsolete.
Today, knowledge acquisition is mostly done through online self-education, such as search engine research, peer reviews, videos on social media sites, or webinar presentations, which leaves physical meetings with little new to offer. Nevertheless, there is still strong lead generation potential for companies at trade shows.
Here are three proven criteria to consider when planning to attend an event:
Many service-based businesses find it extremely challenging to build trust without an in-person interaction. Does your company operate in an industry where a one-on-one, personalized demonstration of your product would be dramatically more effective? Consider how much more of an impact a face-to-face interaction, or even just the ability to touch and manipulate your product, could provide. Products or services, where quality and trust are the main selling point can offer a much better representation at a conference as opposed to staring at an impersonal computer screen.
How solid are your inter-industry relationships? It is more beneficial to network with industry players face-to-face and discuss potential partnership opportunities in a single location as this initial contact can help establish a foundation for longer and more prosperous relationships.
Do you want to make a statement within your industry to let them know your company has “arrived”? Driving traffic to your booth can create a buzz throughout your industry and, through effective trade show marketing, you can educate potential clients as to why your solution is the best way to invest.
Before you attend your trade show, be sure to speak with us. We may be able to provide some good advice on what needs to be done in order to be fully prepared for the industry conference. This includes recommendations on booth location and how to land a speaking opportunity that would drive traffic to your booth. Additionally, we can help expedite your booth design process, and ensure that it is consistent with the positioning strategy and branding of your sales/marketing material.
"I’ve had the privilege of working with Gil as he was our guest speaker at one of our CEDEC SBSN workshops. Gil is an individual with many accomplishments yet remains a well-grounded and down to earth. He is without question a pragmatic leader and realist who seems to grasp ideas holistically whilst still taking note to the more acute details. His ingenuity for marketing gives him the ability to explore and understand nearly all possible perspectives to an idea and its numerous applications. He defines hard work and it will be an added asset to any organization to have him onboard."Farid Charles, Co-Founder, Better Than Yesterday