That Trade Show Stunk!

To keep our blog fresh and exciting for our readers, Envoy runs a post by a guest blogger each month. This month, we are excited to have Mike Compton as our guest blogger. Mike is executive vice president at Renze Display in Omaha. He has worked in advertising and marketing for 24 years. He spent the first six years of his career with two local agencies, and he has been with Renze for the past 18 years, leading the company’s sales and marketing efforts. Renze is a 115-year-old company specializing in exhibits, environments and events. Learn more about Renze Display at http://www.renze.com.

I wish I had a dollar for every time I heard a disgruntled salesperson or marketing employee lament a trade show’s lack of value. The reality is, as with most things in life, you get out of a trade show what you put into it.
 
Did you do your research to make sure it was the right show for your company’s products and services, or did you attend because you have always gone to that particular show in the past? Or maybe someone in upper management thought it would be a good idea for you to attend the show. Before you spend the money on a trade show, it’s wise to investigate the show to determine what types of vendors and prospects attend and whether the show is a good fit for your company and its business.
 
You can derive more value from a trade show by preparing in the following ways:
• Set clear objectives for the show and communicate them to your staff. 
• Employ varied preshow promotions and campaigns to drive traffic to your booth.
• Design your booth exhibit to attract prospects and work toward your objectives.
• Train your booth staffers on the proper way to work a show.
• Devise a lead-management plan and follow up on all leads in a timely manner.

The sad fact is that too many companies participate in trade shows without a clear plan in place. It’s a worn-out cliché, but in the trade show world, “If you fail to plan, then plan to fail,” is very true.
 
Unfortunately, as companies are challenged to increase sales with fewer marketing dollars available, trade shows and events are often cut from their marketing programs. However, it’s important to keep in mind that trade shows and events still represent the best and most meaningful way to connect with key customers and prospects. Face-to-face marketing accelerates the sales cycle and awards the best dollar-for-dollar value over other media and marketing vehicles.
 
When you’re planning your trade shows for 2010, remember that trade shows work … if you work the trade shows.

-Mike Compton