(Endless, 2018)
Despite the lack of statistical evaluation on the return that trade shows deliver, there is a renewed interest in events, especially in light of the previous discussion regarding the need for deeper and more meaningful interactions with potential buyers. In a recent survey, over 91% of exhibitors stated that they believed trade shows and exhibitions would continue to be a critical element of their marketing strategy for the foreseeable future (Skyline, 2011). In addition to that, event organisers themselves are growing their own footprint with 88% of the US and European organisers stating they would be looking to add additional shows to their portfolios and expect visitor numbers to rise (UFI, 2018).
Therefore, would it be correct to assume that trade shows are the priority marketing tactic for organisations and brands should focus solely on investing in such events? Well, no, it’s not quite that simple. As anyone involved in marketing will appreciate, an effective strategy depends on executing a range of tactics based on customer or consumer insight. Investing in trade shows or exhibitions is not a marketing strategy in its own right, as much as exhibiting at a show ‘just because you always have’ is not a strategic marketing tactic. The most effective investment in a trade show or exhibition will be made when it is supported by a range of other well thought-through and directed marketing tactics which appeal directly to solving the customer problem. We will discuss in future chapters the critical need to identify a customer problem and understand how your product or service helps resolve that, but once that is defined, several different methods could and should be employed to help close a sale. A trade show is just part of the on-going dialogue with a customer or consumer that establishes rapport and builds trust.
Although we have discussed a growing sense of unease and suspicion towards social media, research showed that social networks are now the most influential forum for both on and off-line purchasing (40%), ahead of the brand’s own website or traditional media. Therefore, with a very broad audience and a relatively low cost of advertising it would be a brave organisation which chose to ignore the power of digital and social media altogether. In Chapter 3 we will talk about pre-show marketing in which we discuss how powerful social media and direct marketing can be in ensuring that the right visitors are coming to your stand when the show is open. This clearly demonstrates where on-line and off-line marketing techniques can work in parallel to achieve a stated objective. Even where pre-show marketing reaches more broadly than your specific target audience, it is still part of the conversation in building brand awareness and articulating how you meet a need.
We very often have clients who will ask ‘But why do I need to do a trade show when everyone just stares at a phone all day now?’ – which is a fair question! If nothing else, a trade show will give you the opportunity to spend a couple of days actually engaging with humans and sharpening up your inter-personal skills! Aside from that, social media and digital isn’t enough on its own for very many companies, in the same way that just broadcast media, or PR or trade shows on their own wouldn’t be enough. Powerful marketing comes from the ability to target and execute effective techniques that complement each other and build an on-going conversation with your customer. It isn’t a competition with marketing tactics battling each other for precedence (although we’ve sat in many budget planning sessions where it’s felt like that). Trade shows give you relevant content to talk about on social media and social media gives you a wide platform to talk frequently about what you’re doing at the show. It’s all about being part of the same conversation!
Today, people don’t trust companies. One of the things marketers want to do is to humanise their brand. What better way to do it than put a live person in front of them?
—Jackie Huba, dynamic keynote speaker, bestselling author and expert on customer loyalty and evangelism
Summary
Although it may seem that digital and social media is taking over the world, there’s a growing bank of evidence that would suggest as humans we’re starting to look for deeper and more meaningful experiences, especially from those organisations we are considering buying from. Trade shows become powerful as a tactic alongside social media and digital to help engage with those existing and potential customers at a deeper level.
In summarising why trade shows are even more relevant in the age of digital and social media it’s worth considering the following key points:
• Although there are over 3bn social media accounts globally, many are either fake or inactive with the remaining platforms generating significant noise and competition
• Increasingly the global population is becoming suspicious of social media and turning away from it in search of deeper and more meaningful engagements – this includes from brands and organisations
• 31,000 registered trade shows are held annually every year with over 4.5m exhibitors and 260m visitors proving that they are still highly popular and relevant as a customer relationship tactic
• Ninety-one per cent of visitors state that their buying decision is affected by what they see at trade shows – both positively and negatively
• The cost of converting a sales lead generated from a trade show can be almost half the cost of converting a lead generated from other sourced such as referral or lead databases
• Fifty-one per cent of visitors buy from an exhibitor that they have met within 12 months of the show
• Trade shows rarely work in isolation and the digital and social media tactics available today are of massive benefit in maximising success at a trade show as part of an aligned marketing strategy (the subject of our next chapter).
CHAPTER 2
ARE TRADE SHOWS THE RIGHT TACTIC FOR YOUR BUSINESS?
All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.
—Sun Tzu, c. 6th century BCE Chinese general, military strategist and philosopher, The Art of War
In the previous chapter we provided you with some compelling evidence as to why trade shows remain a crucial part of the marketing mix even in this digitally engaged world Hopefully now you’re feeling enthused, energised and ready to get started on planning your next trade show. However, before you dive in and start investing your hard-earned cash in branded giveaways and bespoke animations to play on your 100-inch plasma screen, there’s another piece of the jigsaw you need to make fit – and that’s to consider whether trade shows are even the right tactic for your brand and your business.