A few years ago, our “neighbor” in the office park where Impact Displays is located told me they weren’t going to trade shows anymore. They felt they knew all their customers already, and they didn’t think there was a lot of value in trade show exhibiting.
Keep in mind, they weren’t doing virtual events and this was before social marketing exploded. They just figured they had the universe covered. I couldn’t believe it, not only because they had been active at trade shows in the past year, but they were a tech company. All tech companies go to trade shows. Their industry changes about twice a year.
Surprisingly, I hear this a lot from businesses that sell to other businesses. They said “We know all the buyers. We’ve been working with them already for years.”
The thing is, they’re forgetting how many new companies (customers) are formed every year. And they’re forgetting the value of staying in front of their current customers. Don’t think your current customers will notice you skipped the major trade show? Think again. If your competitors are there and your company isn’t, they’ll remember….your competitors.
Ok, so let’s assume two things drive this: budget and traffic. Budget is the harder problem to solve, but it’s not impossible. Check out a budget pop up display with full graphics. This is a very cost effective way to refresh your company’s look. If you have a tired display but not enough cash to replace it, think about refreshing the trade show graphics. A new look, maybe a new message, but new – NEW – gets attention. If you can’t go for the new graphics, how about a few retractable banner stands to spice things up. One in each corner? These are among the least expensive and highest return trade show displays.
Onto traffic. If you’re skipping the show, one reason might be that you’re not getting good traffic or good prospects – so you think you know all the customers. Think about cost-effective pre-marketing strategies. An email list of attendees is a great place to start. It’s available and inexpensive. And since you know the attendees are already coming, the pitch is easy. You can offer a giveaway, a discount, etc – anything to get them to stop by your booth. Don’t think this trick is limited to big companies and big budgets: the cost effectiveness of email marketing skews the advantages in favor of small companies. You can follow up with mailers or phone calls – all more expensive and somewhat more effective. But at the very least, do some email marketing and drive the traffic to your trade show booth.
Don’t make the bad decision to skip the trade show. With some effort, you can economize and drive traffic to your trade show booth. the result is…the future of your business!
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.