What is there to love about tradeshow marketing? After all, it’s expensive, it’s hard work and you have to travel and set up stuff. And then stand for hours a day talking to hundreds or thousands of people. And then tear it down, pack it up and head home.
So what’s to love? Let’s count the ways…
- Opportunity: a tradeshow is a great opportunity to meet people who, in most cases, have PAID to be there and WANT to see what you’re showing off.
- Learning: when you’re attending a tradeshow you’re going to be exposed to hundreds of new products and service offerings in your industry.
- Competition: while the booth across the aisle may be competing with you, it’s easy to feel a kinship with him. After all, they’re in the same boat as you: trying to keep their business going and thriving. By sharing stories and getting to know each other, you can connect better to the community that you all share.
- Travel: If you don’t like to travel, scratch this from your list. But if you do, getting on the road for several days is always great – if for nothing more than a change of pace.
- Challenge: the simple challenge of putting your best foot forward at a tradeshow amidst all of the other exhibits is unlike other marketing challenges.
- Challenge 2.0: If you approach the next tradeshow as a personal challenge, see how well you can do in your sales, your presentation skills, listening, answering questions. There’s a lot to learn about your interpersonal skills engagement on the tradeshow floor.
- Opportunity 2.0: At a tradeshow you have access – if only for a few moments – to CEO’s company presidents, marketing managers, etc., any of whom can open great doors for you if make a good connection. So…how can you make a connection?
- Market Research: Your booth visitors are a great source of information – if only you ask. Do a survey, hand out questionnaires, have people demo new beta products so you can get in a little product testing while pitching your newest stuff.
- After Hours: Whether you’re in Vegas, New Orleans, Anaheim or Buffalo, there’s always a new place you can check out after the show. Take a client, get to know a colleague a little better. After hours at a tradeshow is a great opportunity for deepening relationships. And, uh, y’know…for having some damn FUN!
What can you add to the list? What do you love about tradeshow marketing?
Tim Patterson has been helping companies navigate the trade show world since 2002. He owns TradeshowGuy Exhibits and writes here about exhibit design, marketing, industry trends, and lessons learned from more than two decades on the show floor.