Communications: Making an Impact at a Trade Show
An effective way to reach new customers is at a trade show. In some industries, trade shows are critical to the marketing mix. It's also important for businesses that operate on an national or international scale. For others it is a very effective way of targeting consumers who are ready to spend money for your product (ski shows, travel show, home shows).
Trade shows have more impact when:
- Your customers are normally geographical diverse (saves on travel costs and time)
- You cannot usually identify individual ready-to-buy customers (your business can literally "sell to anybody")
- Mass media are too expensive for a narrowly targeted audience
- You can sell product (not all shows let you) or take orders at the show, or the value of a sale makes it work the time and cost for post-show follow-up
- Consumer research and product feedback are needed before investing in more product development or media advertising (these are often called "sneak peaks")
- Your market is targeted perfectly by a well attended and promoted show
- The show is attended by area or industry media, ensuring additional publicity opportunity
- You can offer a "show special" to promotes immediate measurable response
Trade shows have less impact when:
- You sell low value products or tight margins
- Your goals are primarily public relations or not very measurable
- Your clients exhibit at the show (just go, admission is cheaper than a booth)
- Your product is early-stage and may suffer adverse impact from exposure (or will provide competitors intelligence)
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