FB Displays & Designs, Inc.

Trade Shows Go the Way of the Buggy Whip (Not!)

Source: Trade Show Marketing Dispatch.

If you’re reading this, you have an interest in trade shows and event marketing. So it stands to reason you’ve heard the thesis about trade shows becoming obsolete. In one version or another, the idea is that ubiquitous broadband, media streaming and virtual reality will render trade shows unnecessary. We all have to be concerned about evolutions that threaten our business model - whatever business we’re in.

Bottom line - anyone that feels there will be a replacement for trade shows as a marketing and sales opportunity is way off. Look at the primary benefits of trade show participation:

* Trade shows are not virtual - they’re face to face, customer to product and competitor to competitor
* Buyers qualify products faster at trade shows
* Decision makers are on the floor (>70% of attendees)
* Your current and future customers are there (it’s up to you to meet with them)

You can’t recreate these advantages cost effectively with any combination of conference calls, web presentations, telepresence, virtual trade shows, etc. Not possible.

The truth is that we’re social animals and buying decisions are social processes involving the establishment of trust. Face to face will trump “remote” every time. We are not saying these new technologies don’t have roles in the marketing and selling process. The can be very cost effective in educating and qualifying prospects.

But we will put our money on the “rubber meets the road” trade show phenomena - it will always deliver the best bang for the marketing buck (by a factor of 2:1 in many cases).

It is more important now to exhibit at trade shows. Buyers seek better values and new reliable sources when times are tough. Buyer funds are restricted, so buyers need assurances that you, the supplier, will deliver as promised. Ways to achieve this include:

* Promote efficient and speedy delivery of promised goods.
* Offer value-added features to your product line.
* Do your best to keep minimum quantities requirements easy to comply with.

Demonstrate that there is a face behind your company name… a “go-to person,” which comes from relationship building, which in turn, brings repeat business.

By filling out your trade show forms correctly, you can save over 30%.

Are your trade show service forms filled out before the deadline? Are you aware that your EAC (Exhibitor Appointed Contractor) Form and your Lead Retrieval form are due at different times than your Material Handling, Booth Cleaning, Carpeting, Floral and Electrical forms ?

Meeting these important deadlines will save money and time, allowing you the ability to turn your attention and time to all the other aspects of marketing.

The keys to saving money on trade show freight are to ship to the advance warehouse and consolidating your shipments. Do you know how many skids your trade show display, promotional items and literature fit on?

Did you know that if you have to ship a carton of literature from your office, it can cost as much as shipping an entire skid? Why pay $200.00 or more for a few boxes of literature when it can be included with your exhibit properties.

By following these guidelines and paying close attention to scheduling, you avoid burning up your budget when it comes to shipments & freight. No more overnight shipping charges.

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