With tradeshow marketing on the sidelines, now is as good a time as any to brush up on your tradeshow marketing skill and knowledge. And here’s a great place to find a whole lot of tradeshow marketing tips – all in one place, and all worth their weight in gold. Check out this short under-three-minute video:
Another in a continuing series of short videos, under three minutes, that takes a look at an aspect of tradeshow marketing. This time, it’s a look at the variety of skills a good tradeshow marketing manager should have.
Natural Products Expo West was postponed and/or cancelled a couple of days before floor doors were to open. I happened to be sitting on the airplane headed to LA for the show when I got the news.
This week’s TradeshowGuy Monday Morning Coffee podcast/vlog is more or less a travelogue of the 6 days I spent in LA and surrounding area, along with a few comments about Natural Products Expo West. I worked with clients to make sure they had return shipping handled and connected with several old friends and relatives.
Take a look/listen:
Show Notes: I mentioned a handful of folks that I encountered during the week.
Hiett Ives is a four-decade veteran of the tradeshow industry. He publishes a weekly newsletter on language that is short and fun to read. Hiett also helps companies gather more leads at tradeshows with his company Show Dynamics.
Check out our conversation on this week’s TradeshowGuy Monday Morning Coffee:
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.
Back from Thanksgiving week, a nice few days away from work.
Sit down at the computer Monday morning.
Hundreds of emails piled up in my in-box. 785 to be precise. Lots of them with pitches on Black Friday and Cyber Monday. I mean, a ton of pitches.
Delete them all: delete, delete, delete. Don’t bother to
read them. They do nothing for me.
On a few, I decide to unsubscribe. But that takes longer.
And with most of the newsletters I unsubscribe from, I feel like they keep
sending me stuff. So what’s a guy to do?
It’s obvious that none of those emails stood out. They did nothing for me (I think I said that already). I’m not looking for any Black Friday or Cyber Monday deals, I have work to do. I’m not looking for Christmas presents for anyone, or to save money on things that I probably would not buy at any point. I’m busy and want to get these off of my to-do list as soon as possible, which means I’m scanning quickly and deleting almost everything once I determine it’s not a client, or a potential client.
I’m not their target market.
Email is one thing. Let’s move from email to other venues, such as retail, or online ads, or, hey, tradeshows!
When people walk by your retail store in a shopping mall, are you doing anything to stand out?
When you advertise online, what makes your ad stand out?
When people walk by your tradeshow booth, are you doing
anything to stand out in a crowd?
It’s easy to ignore and delete an email. It’s easy to walk by a retail store without stopping. It’s a piece of cake to ignore ads on your screen.
It’s pretty easy to walk by a tradeshow booth, too, unless something really outstanding is going on at the booth. Maybe it’s a unique booth. Maybe it’s a presentation that draws you in, entertains you and informs you of the company’s products and services. Maybe it’s a unique food sample. Could be anything.
Tradeshows have a distinct advantage over emails, and here’s
why: emails go out to people who have (supposedly) opted-in to a company’s
pitches. But over time, it’s not uncommon for that company – which is often
owned by another entity – to share that email address with another company, and
soon you’re getting pitches from (somewhat) related companies or products or
services. Has that happened to you? Happens all the time to me.
The difference that tradeshows have is that you have spent
handsomely to be at the show. But the show is targeted, the audience is
specialized. The people walking the show floor have also paid to be there, and
they are usually there for specific reasons, the main one being that they are
SHOPPING for something, and since you’re exhibiting there, chances are they’re
SHOPPING FOR SOMETHING YOU ARE SELLING.
Still, you have to stand out in a crowd. Tradeshows have a
lot of competition. Your biggest and best competitors are doing all they can to
make their best pitch to the same people you’re pitching. That’s the name of
Which means that whatever you do, it had better be good. It
had better be worth your time and money.
It had better be something that stands out in a crowd.
Seth Kramer has been doing tradeshow and corporate magic presentations for decades, so he knows a thing or two about how it works. In this week’s TradeshowGuy Monday Morning Coffee, he share some of his experiences and hands out a tip or two:
The biggest challenge of tradeshow marketing, it seems, is to draw attendees to your booth. There are hundreds of ways to do that. On today’s TradeshowGuy Monday Morning Coffee, Sam Smith of Social Point joins me to discuss the many ways his company has devised to get people to stop at booths and stay engaged.