I'm a nice guy … until I'm not. That "not" is trade shows. I don't play fair. I'm not nice. I don't care if I aggravate, frustrate or infuriate the competition or the other exhibitors around me. I'm there for one reason alone - to generate business and revenue.
Trade Show Strategy & ROI
Every organization has a marketing plan that details the strategies and actions required to achieve specific marketing objectives. Tied to this plan are the costs and the projected returns - the almighty ROI. To me ROI is like your high school honey's best friend. Always around but there are lots of times you wish it would just get lost. To me marketing effectiveness is more important because it factors in strategy and how the costs are optimized to achieve both short and long-term results. Without getting sidetracked here it focuses on the most efficient ways to generating superior results. In terms of marketing effectiveness trade shows are a bargain - if you strategize, plan and execute the things that matter most - and don't play fair.
Why most trade show marketing fails
Your company may have given up on trade shows to try to save money. The problem isn’t the shows it's what we do at them. The 1990’s concept of having teams of people standing around waiting for attendees to come talk to them – while giving away brochures and t-shirts is not a viable strategy. Trade shows aren't one-time events they are a microcosm of your marketing concentrated in one place for a short period of time. They present the greatest opportunity for 1-on-1 interactions with the people you rely on for success, revenue, growth and sustainability.
Why are you there?
Lead generation is the standard answer but business generation is a better one. You want to generate revenue, face it. Most lead generation strategies fall apart within 45 days of the event. No follow-up, no response and no reason for the potential customer to give you more time and attention. The time to generate leads is before the event.
Research trades shows and pick ones with the greatest percentage of decision makers from your target audience. Based on these key players establish very specific goals. What results do you need? Develop the entire booth experience around generating these results.
Spend as much on pre-event marketing as you do on your booth and space. Gasp! The trade show booth is your delivery system, you don't wait until the show opens and try to compete for attendee's attention and time. Market to your specific target audience and highlight the detailed business benefits they will receive at the show. Be bold - "We'll help you make more money in 90 days."
Once you get them in the booth, don't let them leave
My Rule #1 is Always Give Them A Show - Still you aren't there to just entertain. The biggest differentiating factor in trade show booths is the level of interaction they provide. If there is anything we can learn from the Internet and social media is that decision makers are actively looking for relationships that provide value through interactivity. They want to be involved immediately.
Develop individual content - Make it customer specific, actionable and results-driven. Can you imagine the impact you would have if you gave your target customers specific information about their businesses instead of a key chain and a can koozie?
Let them work with you to discover the individual value - Give attendees something to do that's meaningful. Place potential customers in a position to define and contribute to outcomes that will make a difference to their businesses. In the process you have jump-started the relationship. Follow up is more logical and productive.
Bring the best people - Design, technology, pre-show marketing, showmanship, engagement strategy are all important but they are no substitute for an energetic, engaging staff that is knowledgeable, prepared and has rehearsed to deliver.
Measure the effectiveness
I warned you I don't play fair. These are my personal measurements of effectiveness.
#1 Total Area Domination The fire marshal complains that the booth has too many people.
#2 Disruptive Marketing Neighboring booths complain that we are causing bottlenecks and blocking the aisles because of all the attention.
#3 100% Focused Engagement Attendees lose track of how long they spend working with the booth team.
Don't play fair either
There is nothing subtle about trade show or exhibition marketing. Here are your objectives:
- Target shows with the greatest potential
- Grab them early & often - consistently market to the specific target audience
- Engage on a personal level - give people a reason to step into the booth and even more reasons to stay
- Create an experience that is so valuable they'll forget about going to the competition
- Make follow up logical - the next step in the relationship
Look ahead to 2010
I love trade shows because they can be the most effective marketing channels. Marketing effectiveness measures the quality of your results with the goal of optimizing expenses. Short story ... trade show success is measured the same way as you measure any form of marketing. Did you generate the results and revenue you needed? As a CMO or upper management you are the experts on your business but you might want to take a second look at trade shows for 2010.
The golden word is Results … but don't be nice about it.
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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