Getting the Most from Your Tradeshows
The first reaction most companies have to any kind of perceived or actual economic uncertainty is to start slashing budgets. Certain areas are going to be more likely to be cut than others, and are usually in the area of marketing or proper training, especially in relation to tradeshow appearances. The reason is because it isn’t always easy to properly assess the amount of business generated from a strong tradeshow presence. After all, when you send a representative to a tradeshow and that representative hands people full color business cards, it might be over a year before any of them does business with your company. The point of tradeshows isn’t always going to be to create immediate business, but to network and form long lasting connections with other companies. How exactly do you try to judge the effectiveness of a tradeshow that might not give you business until a full year or more after it’s over with? But the real question is whether or not that means this kind of advertising isn’t working. Being present at tradeshows can be a great way of generating long term business, which is usually the best kind of business a store can get. That doesn’t mean there aren’t ways to go about handling your tradeshow appearances in an economically sound manner. If budgets need to be tightened, you can go about it without removing this kind of marketing altogether.
One of the important reasons to be careful about what you cut is that a sudden disappearance from tradeshows can look bad for your business. If you’ve been sending people out for the past few years and then you up and cut off all connections, people are likely to talk, and your long term business is likely to go down. You don’t want people thinking that your business is struggling. Something you can do is decide on exactly which tradeshows are your top priority. Don’t go to all of them just because they’re being held. Certain shows will contain better sales potential than others and you need to know which ones to worry about and which ones can be momentarily left behind.
When you do decide on a show make sure your company message is perfectly clear. Using poster printing to put up various posters around the tradeshow creates your company presence. Having well-trained and qualified people to talk to others at the show is just as important. The full color business card your representative hands to a person will have a bigger impact if the person is already impressed by how much your representative knows. Whoever you send is the face of your company for the duration of the show, so make sure they know what they’re doing. Cutting back spending on training will only leave you with people who aren’t qualified to discuss your products. You might as well just not send anyone if you’re going to send someone who isn’t trained for the task.
Just because tradeshows don’t give immediate results, don’t let that lull you into thinking they don’t give any kinds of results at all. You might save some money in the here and now when you slash that marketing budget, but you’re likely losing far more money in the future.
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