Most of our customers use their displays for trade shows – more than 80%. There are great reasons to exhibit at trade shows – we’ve discussed them in past posts: qualified attendees, decision-makers, interactive experience, 3-D selling, etc. But trade shows aren’t the only face to face events offering these opportunities – and they do come with downsides. For example, having 1:1 conversations with decision-makers can be more difficult at trade shows. And the scoping advantage you have on your competition goes both ways: your company is on display.

We think the benefits of trade shows far outweigh the disadvantages, but your company might consider these other venues in addition to the traditional industry show:

Hotel Shows. These tend to be small shows held in the hotel ballroom that are either an off-shoot of a major trade show or related industry show that occurs off schedule. Since the crowds are smaller, you want to make sure these are relatively low-cost venues to get to and exhibit in. As a bonus, most hotel ballroom shows don’t have the union requirements of convention centers. The downside is that you will probably not be able to use a booth larger than a 10 x 20.

Partner Events. If you’re in an industry with a few dominant companies, check out the potential of attending a sponsored partner event. Microsoft, Cisco, Oracle and many other companies in diverse industries organize partner events. The bonus is that the traffic is even more qualified for your company than a broad trade show and you get the “halo” of association with the industry heavyweight. The downside is that you sometimes have to exhibit in a homogenous look-alike environment and market under the branding umbrella of the sponsoring company.

Joint-venturing. If your company works closely with one or several companies to provide a product or solution to customers, consider combining forces at an event your company might not otherwise attend. You can collaborate with your partners on lists, prospecting, etc – and you can often present a full solution rather than a piece of one. Think building supplies and transportation, as an example. It requires coordination, but the bonus is that you can solve customers’ problems faster and accelerate sales.

Company-sponsored Events. If you have a list of past customers and prospects, consider holding your own event. Good examples are user groups or a workshop on “latest techniques in..”. The key is to be seen as a leader and innovator and to deliver value to customers and prospects outside of your product specifically.

These other face to face opportunities have many of the benefits of trade shows but are often better for close settings – 1:1 conversations and closing deals. Your company might find these useful in addition to trade show exhibiting. Our bottom line? The more opportunities you offer for face to face selling, branding and marketing the higher your revenues will be. It also gives you another way to leverage your investment in trade show displays, graphics, etc.

Impact Displays offers a wide range of displays and graphics for trade shows and other face to face marketing events. Impact Displays is located at 1934 Junction Ave, San Jose CA 95131 and can be reached at 877-217-2681 or info@impact-displays.com.