Heidi Klum and trade shows
Since I just watched the premiere of one of my favorite TV shows, Project Runway,
Like most of my compatriots, I frequently attend events to deepen connections with clients and meet new people. I find the experience extremely valuable and enjoy seeing, live and in person, what’s new in a particular industry. Lately though, I’ve noticed an eerie quiet at the convention halls that makes me wonder: Are trade shows just a place for exhibitors to “dress up for each other” as Van Morrison would say, or are they helping drive revenue as they were always intended?
I decided to conduct my own informal on-floor poll at several recent events to find out what people think about trade shows in general. Are they working? Do they generate quality leads? Is the investment worth it? Are people more interested in virtual trade shows as discussed in this BtoB magazine article and this Beaupre Endgame article?
About 75% of those surveyed agree that trade shows have definitely become less of a lead gen tool and more of a brand building tool, but even those who see value in attending for brand building purposes say the financial investment (usually substantial) often doesn’t translate into a big return. About 80% of the companies I talked to are narrowing their trade show schedules so exhibition and sponsorship dollars are spent on only one or two of their “sweet spot” shows per year. People also told me that in a lot of cases their companies believe it’s important to “be there” to avoid speculation that something is wrong with their company. That reason doesn’t seem like a good use of precious marketing dollars to me.
I want to know what you think. How many trade shows will you attend in 2008? Are you exploring any virtual trade shows yet? Do trade shows generate quality leads for your company? In your opinion, are traditional trade shows in or do we need to say Auf Wiedersehen?
Comments
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For shows we exhibit at I would estimate they are about break even in direct sales. However we have found the networking and customer time at the shows to be very valuable. We have also found that it takes repetition. Like advertising in general we need to be in our prospective clients face a few times before they remember us and build that familiarity. That said we are also frugal about the number of shows we go to. If they clearly don't to perform, we don't go back. It is amazing how badly some conference and trade show organizers treat their exhibitors.
# Posted By Joshua Cyr
| 11/19/07 5:05 PM
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