We are in the middle of a survey of our customers. We love this – we usually think we know what’s going on, and then we learn a few things we don’t! It’s all really great information – and as an aside to all of our blog readers, try it sometimes. Ask your customers what they value, what they think, what they want. You’ll be fascinated if you haven’t been doing this.
For the most part, we’re getting the strong signal that companies are going to the same number of trade shows – or more – than they did last year. They are usually using their existing displays and getting the same sized trade show booths. About 1 in 4 are going to an extra show and 1 in 10 are going to 2 extra shows.
So from our perspective, that’s healthy. So what’s surprising? About 3% said they were not going to trade shows. Not at all. Not anymore. Now, we’re not out of the woods on the economy, so I would understand if they said it was for budget.
But no. They said they didn’t need to go. They knew all their customers. Or they didn’t think the trade show gave them any benefit. They were selling digital goods, so shows add no value. Or they hated to be there.
Which made me scratch my head. These were companies that would presumably have direct knowledge of the benefits. They just weren’t thinking about the benefits. Let’s debunk a few myths.
We sell digital goods – we can’t display them effectively. Wrong. Every company can exhibit effectively – digital or physical. Because every company can promote and message.
We know all of our customers. Great – maybe even true. You know your current customers – you don’t know your future customer. AKA prospects. And they don’t know you, more importantly. If you don’t go to the trade show, rest assured your competitors will get to know them.
We don’t like it. Yeah, I get it. You have to get up for the game. Engage, market, sell, disengage. It’s a complex choreography. It’s a lot of work. But it does work – and if it was easy, everyone would do it.
So, without seeming suggest financial recklessness, if you can exhibit at the trade show, you should. Study after study points out the benefits: decision-makers are present, prospects can qualify your company, you can qualify them and you can accelerate the discovery and sales process. With these benefits, it’s hard to argue against going if your company can afford it.
Impact Displays has trade show displays, graphics, accessories for companies in all price ranges. Contact through our web page or give us a call at 877-217-2681 and let’s get started on your trade show display.