If you’ve attended the same tradeshows over the years, no
doubt you’ve seen an interesting phenomenon: some companies attend for years
and then just stop.
Why? What caused them to disappear?
Certainly, there are a thousand answers to that question,
and much of those answers likely have a lot to do with internal dynamics as
much as the show itself.
But I’ve seen it happen frequently.
I’ve worked with some companies that have exhibited at the
same show for years, only to decide after seven or eight appearances that they
weren’t going to get anything useful out of another appearance.
Why’d you stop going? I’ve asked that question and received
a variety of answers:
“We’ve pretty much maxed out our ability to get new distributors, which is why we exhibited at that show. Our focus is on working with those retailers one on one to get more focused on giving them better products based on what their customers want.”
“The show moved a couple of weeks. Meaning it fell into a different fiscal year. And once the new company owners saw how much their tradeshow budget would be increasing for the fiscal year, they got to looking closer at all the marketing. We’ve decided to pull back and re-examine our entire marketing strategy.” This company did return to the show a couple of years later.
“We kept getting lousy locations which we couldn’t overcome. We put our marketing dollars elsewhere.” In this case, we wondered if they couldn’t have done better to market their appearance in spite of the bad location. It’s been done.”
“Our company has matured to the point that this particular show no longer works for us.”
And so on. There are a thousand reasons to continue
exhibiting at a show. And as many to decide not to exhibit again, or at least
for a couple of years.
Tradeshow marketing is expensive. For companies that are
investing in this marketing channel, it behooves them to make sure the dollars
are well-spent. And one of the questions that should be asked is: should we
really be at that show this year?
I first crossed paths with David Meerman Scott over a dozen years ago. Since then he’s written several books and been a keynote speaker at countless conferences, discussing the changing world of marketing and public relations. On this week’s TradeshowGuy Monday Morning Coffee, David joins me to talk about his just-released book, Fanocracy, co-written with his daughter Reiko Scott.
This week’s ONE GOOD THING. Actually, four of them!
These days, business owners spend a lot of their time on the internet. Many do not have actual space for office and spend their time looking for digital marketing strategies and making digital products. You might feel like you are working in a void when you run an online store, even if the work is very rewarding. You may not ever talk to colleagues or even your consumers besides over the phone and through email. Does this imply that face to face marketing has no place in e-commerce marketing?
answer is: no, it is not so. In fact, digital business owners can profit from face to face marketing as much as a
business owner with a physical store can.
What is Face-to-Face Marketing and Why Does It
marketing applies to any situation where you sell your business to a group or
an individual. You get to look at your customers in the eye as you offer your
angle or connect with them on an individual level. For example, you may meet
someone at a grocery store. They may ask what you do and you say that you
create online photography classes for enthusiastic.
conversation might change at this point. However, if the other person is into
photography, they may ask questions about your online class. You can offer your
website address or business card where that individual could discover more
about your class. This is an instance of spontaneous face to face marketing. You get benefits of this opportunity to let
them know about your store and the products you sell online.
how does face to face marketing matter?
Think back to the time you last went to a retail store. You were unsure what
you were looking for but you had a basic idea. You may experience more frequently
when you buy electronics. They may know they have come here to buy a tablet,
for example, but they don’t know what features will be most beneficial to them.
In a brick-and-mortar store, you are checking the collection out, perusing the
details of every product, and the price tag also. Eventually, a store
representative shows up, asking if you need help.
accept their offer gratefully and they explain what the tablet is all about and
if it meets your demands. The representative might also suggest a few other
models that could be suitable for you. You are grateful for their help and it
helps you choose, and thus, more prone to buy that tablet right away.
does this happen? It is because a personal connection was established between
you two. Maybe they shared a joke with you and answered all your questions. All
of these things are face to face
communication advantages. It just does not always have to happen in a
physical store. Therefore, face-to-face marketing matters because it’s a
totally diverse experience from digital marketing. You can meet prospects who
otherwise would not have known about your online business, and you can address
issues and pain points to boost the chances of a sale.
let us look at some of the benefits of face-to-face marketing.
Benefits of Face-to-Face Marketing
are some of the benefits of face to face
you visit a restaurant for the first time and the food and wait staff impress
you so much that when a friend later asks your recommendation for a restaurant,
this one immediately comes to your mind. You recommend this restaurant because
of the awesome experience you had. This is called word-of-mouth marketing. When
someone likes a particular product or service, they are likely to tell everyone
they know about it.
similar concept works for face-to-face marketing for your online business. When
you meet people, you can create an experience that leaves a positive impact on
them. After the person becomes a consumer, you deliver an amazing digital
product that meets their requirements. Then, awed by your service, they will
talk about your product to other people.
Causes Your Audience to Come You
probably already know that online marketing becomes more challenging over time.
It’s not a waste of time surely, but online business owners are finding it more
difficult to find audiences organically. Face-to-face marketing takes away the
scalability aspect that affects several small businesses. Events can bring you
more customers directly than just waiting for customers to find you through
customer referrals, search engines, and social media.
can take the example of our photographer again. They can attend a convention or
show for photographers. When they put themselves in those events, they expose
themselves to many potential customers.
Credibility and Relationships
are what make up a business. The best business owners know that generating
relationships with their customers and prospects can enhance customer
acquisition and retention. You can consider your own relationship with your
local business. You may have been going to the same bakery for the last ten
years and you can’t even think about going anywhere else because you’re very
satisfied with their products and service. Developing similar relationships
with customers online is possible.
Yourself More Noticeable and Available
prefer it when businesses make themselves accessible. The people you help also
demand those things. If you are incapable to convey on their expectations,
you’ll possibly lose a buyer. You can utilize face-to-face marketing to ease
your prospects’ concerns. Tell them that you are both available and reliable so
that they feel more relaxed buying your product or service. Face-to-face
marketing makes you additionally more noticeable. This is particularly valid if
you talk at an event or associate in its construction.
For many businesspeople, interacting in person
proves far more comfortable than interacting online. When we communicate in
person, we appear more sincere and more natural than when we communicate online,
especially through text. They can see your body language, facial expression,
and the way you present yourself. Moreover, listening to your voices makes them
fully appreciate what you are saying based on delivery.
You can profit from face to face marketing in various ways. You can produce more ROI, profit from an identified audience, build relationships with potential and prevailing customers, increase your reliability, and interact more efficiently.
And they were all good, fun and worth your time to listen.
But I got to thinking about podcasts that actually gave you
solid actionable tips to make things happen. And there were several. Let’s
recap and give you a chance to dig in again.
Seth Kramer: Seth is a longtime professional presenter and, in this conversation, shares great tips on how to use a presenter, and how to prepare your staff for the influx of people and leads that will result. Other tips include how to gauge the interest of potential clients as they watch the presentation.
Sam Smith of Social Point: Sam talks about the many ways that games can be used to bring people to your booth and keep them there. Tips on creating an engaging activity, how to strategize to accomplish your objectives, and using new technology in tradeshow booths.
Francis Friedman: What’s happening with the Modern Digital Tradeshow? A lot! And Francis digs into how our industry is the foundation of the 1X per year event and the world is a 24/7/365 digital world.
Laura Allen is known as The Pitch Girl, and frankly, her method of distilling the essence of your pitch to a short soundbite is one of the handiest things you can have at a tradeshow when someone asks you what you do.
David Newman is a marketer’s marketer. His ideas work on so many levels, with tradeshows being just one. He discusses how to start a marketing plan, offers tips on marketing videos, how to use speaking (yes, at tradeshows) as a way to market your business and more.
Joan Stewart, the Publicity Hound. Yes, this appeared in late 2018. But hey, this half-hour podcast is probably the best 30 minutes you’ll spend if you’re trying to get a handle on your tradeshow marketing with specific actionable tips. Tips on preparation (get the show manual, try to find a speaking or panel slot), what to do at the show (make sure you have enough handouts such as FAQs, cheat sheets, quizzes, flash drives, etc.), why you should hang out a few times near the media room (get a blogger to write something about your company, let media folks know you’re an expert in two or three areas of your industry and many more), how to visit competitors booths, how to follow up and so much more. Seriously, a goldmine of actionable information related specifically to tradeshow marketing.
Hope you enjoy these seven podcast/vlog replays and find some great tips to put to use as you head into your 2020 tradeshow marketing schedule!
Back in the dark ages of technology and social media, say
2008 or so, I read many prognosticators who predicted that tradeshows would
disappear. Or become shells of themselves, simply because everyone was going
digital. I remember seeing online ‘virtual tradeshows’ where you could navigate
from booth to booth and see what companies were hawking.
Except that virtual tradeshows never really got going so
much. And the real thing is doing just fine, thank you very much.
Why? My hunch is that it’s because people are face-to-face.
In real time. In real life. Instead of interacting online over Skype or virtual
Don’t get me wrong: there is a time and place for
interacting online, for social media, for Skype or Zoom.
But tradeshows are here to stay and they’re growing.
A recent (July 2019) post from Marketing Charts indicates that tradeshows have not only proven to be effective across all stages of the buyer’s journey, the channel has a projected annual compound growth rate of 4.3% through 2023.
The article shares other key points, including that tradeshows are the second largest and fastest-growing source of B2B growth. The B2B tradeshow market is expected to be a $15.7 Billion market in 2019, moving up to $18.5 Billion by 2023.
Yes, tradeshows as a method of marketing are critical to a
company’s success. The money spent on tradeshows often will take up as much as
a third of a company’s marketing spend.
There are lot of reasons that companies are successful at
tradeshow marketing (as well as many reasons they’re not successful!), but to my
mind it all comes down to the face-to-face aspect.
Many people look to a yearly tradeshow as a single event, a
one-time experience where everything is on the line. In a sense, it’s hard to
argue against that viewpoint. So much is on the line. The booth rental space is
expensive. It’s not cheap to get your exhibit there, or the travel costs for
your booth staff.
And yes, there are a lot of moving parts. Making sure the
new product samples are ready, appointments are set ahead of time, the booth
staff is up to speed (or professionally trained), the lead generation and information-capture
system is in place. And so on and so on.
It can get overwhelming. Which makes it easy to let a lot of
things slip through the cracks. And when that happens, it’s easy to beat yourself
up for not getting the results you wished for.
Let’s take another approach, especially if you’re a smaller company with limited resources and a limited number of people that can attend the show on behalf of the company.
Let’s say you have as many as 14 things that are on your list, things that are important that they get done. But because you don’t have enough people to do all of them effectively, pick just a few, maybe two or three or four things and focus on those. Give a little attention to the remaining things but pick a few and make sure you do a bang-up job on them.
Maybe you choose to focus on one in-booth activity and the
follow-up details on those interested in your products or services. Let
everything else come in after that. Yes, spend a little time, but make sure you
do those two main things as best as you can, every single time. If you focus on
those two things, you can create an in-booth activity that succeeds more than
you ever hoped for. And your attention to detail on the follow up, such as
when/where/who/how/what will make sure that each and every post-show phone call
or email or in-person follow up is exactly what the prospect expected. Wouldn’t
that be something? Wouldn’t your booth staff like that? How about your sales
And if you do more than one big show a year, carry that
concentration on just a few things to each of the other smaller shows, and then
measure your results. Once you have figured out how to do those few things with
excellence, add another item or two, such as pre-show outreach or marketing or
building a tradeshow-specific landing page or checking out the competition.
Just don’t try to do it all at once, especially if your company doesn’t have the bandwidth. Focus on a few things and grow from there.
This is a guest post by Ben Llewellyn of Ultimate Banners.
There’s no shortage of benefits that come with attending an exhibition, which is why it is something that a lot of event promoters and businesses do. However, that’s not to say that a successful exhibition is guaranteed without a level of planning and hard work. There are certain things that everyone should do before attending an exhibition, many of which first time event promoters don’t realise.
Things Everyone Should Do Before Their First Exhibition
There’s a lot to think about before attending your first exhibition, which can make the entire lead up stressful. It’s never a case of turning up and hoping for the best because organizing and planning is key. Here are ten things everyone should do before going to their first industry exhibition.
1. Invest in Branded Freebies – A lot of businesses make the mistake of trying to keep the cost of attending an exhibition as low as possible and though this does make sense, it is often beneficial to spend a little. After all, spending a little can often lead to you making more in the long run. Investing in branded freebies is a great way to impress potential customers and it reflects well on the business as a whole, as branded freebies are usually associated with successful brands. Giving someone a branded freebie, such as a pen or portable charger, is also an effective way to boost brand awareness. Once the event has finished, people are still going to remember who you are and the business name will be seen by more people.
2. Set Clear Goals – Before attending any exhibition, you should be sure on what your business goals are for the day. Think about whether you are aiming to sell a product, whether you are hoping to network with other businesses or whether you are simply trying to get the brand name out there. This is especially important before attending your first exhibition, as the entire day is likely to be busy and having a plan can keep you organized and on task. Make sure that your goals are realistic and that everyone is working towards the same thing.
3. Research Competitors – It’s hugely important to stand out at an exhibition, but this can be difficult when you have an abundance of competitors to contend with. Looking at competitors and seeing what they are doing is a good way to find out what works, what doesn’t and what you could do differently. Though you will want to stand out and should avoid copying them, you should always work to industry standards and showcase yourself in a similar way. If you are new to a specific industry, researching competitors is a great way to know what’s expected of you.
4. Prepare and Plan Their Exhibition Space – Attending an exhibition can be stressful, especially when you are doing so for the first time. However, planning ahead can help massively. Consider what you will need for your exhibition space and allow adequate time to source everything before the big day. You will also want to make sure you have reserved the space, allowed enough time to set everything up and have advertising materials printed ahead of time.
5. Design Fantastic Artwork – With so many competitors at an exhibition, it’s important that you make a statement and stand out. There are a few different ways to do this, but starting with designing fantastic artwork is key. It’s important for banners and advertising materials to stand out from the rest, which is why standard or generic banner artwork isn’t good enough. There’s a lot of help out there and pull up banners ten signs they are working | ultimatebanners.co has a lot of advice on creating designs that work. Artwork should grab attention, create intrigue and provide information.
6. Allow Enough Time for Banner Printing – The turnaround for banner printed is extremely quick, which means that last minute orders aren’t usually a problem. However, it’s always best to avoid leaving it to the last minute if possible. When you leave banner printing to the last minute, you’re not leaving any room for error or delays. This could mean that you are left without the banner needed for an exhibition and no way to solve the problem. Reduce the stress of your banner printing by organising everything the moment you have the artwork. It’s better to be ready too early, than too late.
7. Spread the Word About Attendance – Once you know that you are attending an exhibition and have confirmed everything, spread the word and let everyone know. You could have existing customers attending the same event, in which case they can look out for you. There could be people there who have heard about the business and want to know more, in which case an exhibition is a great opportunity for them to do so. It’s also helpful for other businesses to know that you will be there, as they may be interested in networking.
8. Think About First Impressions – There is no doubt going to be a lot of people attending any exhibition, so it’s important to think about first impressions before going as making a good first impression is key. This includes ensuring that your display looks great, that staff know what to say to passersby and that you are ready to answer any complicated questions. You should aim to appear friendly, professional and knowledgeable about the industry. Though an individual may not take you up on a service or product then and there, you will want them to have a position opinion of you for future reference.
9. Get Staff On Board – A lot of hard work and energy goes into attending an exhibition, which is why getting other staff members on board is key. Not only does this allow for work to be delegated, but it reduces stress throughout the day. Rather than one or two people attempting to do everything, a large team provides more free time for networking and building a relationship with potential customers.
Ben Llewellyn is co-founder of Ultimate Banners in Birmingham (United Kingdom). Ben loves cycling and everything tech. He works as a designer and developer working with clients in the exhibition advertising and digital services sector. Find Ben on LinkedIn.
It’s a common refrain: tradeshows don’t work for me. They’re too expensive. I don’t get enough leads.
And unfortunately, it’s true for too many exhibitors. It’s easy to look at the exhibitor list of a show year after year and point to companies that give it a try once or twice never to return.
Look at the flip side, though: there are thousands of exhibitors that go back to the same few shows year after year, take home a stack of leads, create more business and firmly believe that tradeshows are the most powerful marketing tool they have at hand.
I know that’s true because I work with those kinds of exhibitors.
Now, not every single exhibitor I’ve worked with is successful. Some have
fallen off the wagon along the way. Others have shifted their marketing
efforts. Some have taken a step back from tradeshows and reassessed their
program, but eventually make it back bigger and better.
What’s the difference?
We could point to any number of things: their booth space is
lousy and doesn’t have enough traffic; their booth is small and nondescript;
their staff is bored (and boring) and so on. But it all boils down to just two
Having a good plan and being committed to that plan.
Plans are great. Everyone should have one. But what about
having a bad plan? Bad plans do certainly exist. And having a bad plan is not a
Back to that “good plan” and “being committed” to the plan. A
good plan can come from knowing your goals, your budget, your people; knowing
the show and your competitors, and knowing what you really want out of the
show. That good plan can be enhanced by having a well-trained booth staff,
having a standout exhibit and having the most popular products in the show. But
those last three things, the staff, exhibit and best products, are not
completely necessary to have a good result. They’re important, sure, but they’re
more like frosting on the cake. You gotta build a good cake first.
Answer these questions:
What do you want out of the show? In other words, why are you there?
How are you going to know if you got what you wanted? How are you going to measure your results?
What are the steps you need to take to get what you want? What will it take to get exactly what you want?
Sometimes it takes a little brainstorming and communication
with the various members of the team. Sometimes it means knowing what worked at
your last show and knowing what didn’t work. Be honest. Sometimes you have to
be brutally honest to say that having that crazy mascot uniform didn’t really
work, or that having the general manager do the in-booth presentations didn’t
draw that many people. There are lots of reasons why things don’t work and
assessing and understanding those ideas will help you move forward.
Another way to look at it is to ask yourself: When I get
back in the office the morning after the show and say, Man that was a great
show! What does that mean to you?
It’s not the same for every company.
Once you’ve defined the main goal of your tradeshow appearance,
break it up into pieces. If you want 300 leads over a three-day show, you’ll
need 100 a day. If the show is open from 10 am to 5 pm, that’s 8 hours. You’ll
need to average 12.5 leads per hour, or one about every five minutes. If you’re
doing demos, for example, and you know that for every demo you do there are 15
people on average standing there, and three of them are good leads, that means
you’ll need to do a demo about four times an hour. If, on the other hand, you
get six leads for every demo, that means you only need two demos an hour. Or,
you could try to double your projected leads by doing demos four times and
Run the numbers. If you want to give away 1,000 product samples
or sign up 200 people for lengthier demos in the next three months, you know
what that will break down to by just doing the math.
If your goals are not so straightforward, you can still look at it from an angle that will help. Maybe you want to make solid connections with only three distributors that, if you can get them to carry your products, would double your company revenue in the next two years, figure out what organizations are the best and most likely candidates. Make whatever effort you need to set and confirm appointments at the show. Yes, tradeshow success is all in the numbers, and it’s all in the ability to show off your products and make sales. So do the math, do the outreach. But don’t forget that we’re all humans – you and your prospects – and there’s often not a straight line to success. Make allowances for that, learn from your missteps and do better the next time. That’s what it’s all about.
A good piece of fiction is surprisingly like a good
tradeshow marketing effort. You don’t believe me? Let’s take a look. What
happens when you read a good piece of fiction?
1. Create a unique world.
Fiction allows an author to create a world that exists only in one place: the reader’s mind. A good tradeshow exhibit and marketing plan creates a world that exists only in your booth. Whether it’s a unique display, a professional presentation or a one-of-a-kind activity, creating a unique world for your visitor is a good way to make sure they remember you. Having a great product that no one else offers is also a good way.
2. Create tension.
A good story has tension that pulls the reader further into the story. A good tradeshow exhibit can create a good kind of tension. Maybe it’s a compelling and challenging statement on their graphic, or maybe it’s a challenging question that makes you stop and want to know more. That tension creates a kind of desire to learn more.
3. Know who your story is for.
I like to read detective page-turners and mysteries. I don’t like to read romance novels or fantasy. A good tradeshow marketing plan knows exactly what audience is attracted to their type or product or service and they don’t try to bring in anyone that isn’t interested.
4. The main character in a story has a “super objective.” What’s yours?
I recently heard this concept about a character’s super objective. You may not actually see this super objective detailed in the story, but it drives the main character. Jack Reacher, for example, is compelled to do what he can to right the wrongs that he sees. Harry Bosch believes that ‘if anybody counts, everybody counts,’ when it comes to solving a murder. No one gets more or less attention simply because of their place in society.
5. There’s always an objection (or a hurdle).
Know your prospect’s objections. Any novel where the protagonist has no hardships or obstacles is a boring novel. Expect your potential clients to have tough questions. If they do, it shows they’re interested and want to know more. Identify the most common objectives and make sure your booth staffers know how to answer those questions.
6. Keep the page turning.
Have you ever gotten part way through a book and just decided that you couldn’t finish it? Maybe it was boring. Maybe it wasn’t your type of book. Maybe you bogged down in too many unrelated bunny trails and lost the main story. In a tradeshow booth, show your attendees enough compelling evidence – the storyline, as it were – to stay until they learn enough to know if they’re going to buy from you or not. Depending on your product, this might mean that you’re giving in-booth demonstrations or training sessions, or your professional presenter is sharing enough information in a lively and engaging manner that compels the visitor to want to find out more.
7. Deliver the goods: make it a great ending.
Every novel has a wrap up where you find out what happened to the character, the storyline. It’s the payoff. Does your product or service make that same delivery? Are they the great payoff, the great ending that your prospect is looking for?
Yes, I think fiction can be a good inspiration for tradeshow marketing. By using the various elements contained in a good novel, you can create a template for showing your visitors all of the best of your products or services in a compelling and intriguing manner.