Trade Shows

Tradeshows are often the most favored type of cost per use marketing in small to medium businesses. This form of marketing creates a great deal of industry buzz for small businesses and can generate immediate sales results for companies of all sizes. Further, tradeshows can lead to stronger relationships with industry partners and peers. They can even provide the foundation for long term strategic business alliances. However, when companies attend tradeshows with no underlying tradeshow and marketing plan, they can also lead to long term strain on limited marketing budgets.

The power of promotion - Regardless of your audience or the size of a tradeshow, there is little hope of generating revenue if your company’s attendance is not promoted. By circulating an announcement of attendance to local customer, sales leads, and industry peers you can significantly increase the return of any tradeshow or conference.

The right Exhibit plan – The three rules of real estate apply to tradeshows as well; Location, Location, Location. The location of your exhibit is one of the biggest indicators of potential revenue. For instance, placement next to restrooms or kitchen access will not lead to strong sales. However, in many cases placement at the front of a tradeshow is costly and may actually decrease your chances of closing sales. To maximize your tradeshow return, first consider the location of your exhibit. Then design an exhibit that fits the location and travel patterns associated with that location.

Matching the Booth to the Exhibit location – Large companies will often invest in 40′ x 40′ booths complete with a lounge and high-def televisions. Smaller companies often try to compete with these larger organizations. However, the booth and display should be appropriate for your company and your exhibit location. Smaller companies often see greater results when the display is simplified. A pop-up display can be highly effective. When combined with a comfortable set of chairs and soft music, it can turn your booth into a relaxing oasis optimized to discuss business and close sales.

Proper Booth Display – Some booths contain brilliant animated displays on 20 foot projection systems complete with lighting and sound systems. Others contain only a logo and a brief summary of the company’s value proposition. The large dynamic display will catch the eye of more attendees but, in most cases the simplistic display is more profitable on a show by show basis.  However, the simplistic display will quickly suffer from the rule of diminishing returns.

Score Consulting and Tradeshow Development:

Finding a happy ground between the extremes in tradeshow development requires an understanding of the corporate & product branding, the fiscal objectives of the company’s marketing strategy, and a solid overall marketing plan. Score Consulting is experienced in all stages of marketing strategy, so we are well equipped to assist in integrating Tradeshow Development into any strategy.

Before planning your next tradeshow, contact Score Consulting to maximize the return produced by your annual tradeshow plan.