Trade show marketing cost woes often due to poor objectives

Trade show marketing can be expensive.  Particularly for small businesses, where the investment, as a percentage of the total marketing budget, can be greater than for larger companies with deeper pockets.   

Even to send just one person to an event and to "man the booth", a B2B show can cost several thousand dollars in exhibit space fees, shipping marketing materials, and travel costs.

What's notable in my experience is that the decision of whether to exhibit at a trade show is often made on four (often faulty) criteria:

1. Because "we go there every year."  Don't exhibit just out of habit.  Make your decision each year for an event is based on results.
2. Because "our competitors always go there."   This trade show may be as equally ineffective for them, too! 
3. "It's a fun location" or "there is always cool, interesting stuff on the exhibit floor."  Trade shows are an expensive way to entertain yourself.
4. When a different marketing tactic might be more suitable to achieve the same or better results (such as direct mail, telemarketing, etc.)

This criteria can really rip through a small biz marketing budget quickly, with little results in lead generation or actual sales.  And once that's done, a broader (perhaps even more faulty) decision can be made that "trade shows don't work."

To keep off this slippery slope, I've listed 15 better objectives to consider when deciding on exhibiting at a trade show here.

Comments

[Loredana Niculae]

Had a recent post on the same lines. Totaly agree on this points. I actually dared to challange the overall ideea of attending any tradeshow in b2b.

[Dom]

Scott,

I like your checklist for determining the value of a trade show. Especially since they can rather costly to attend and/or exhibit at nowadays. One point I would like to add to the list is to 'learn about the latest technologies in one's industry.' I suppose that could be part of 'Gather information about your competitors' but just wanted to point that out because that is one of the main reasons why I go to such events for our industrial supply auction site.

[eOneNet.com]

Agree with you... All must be well planned first.. If not all the hardwork will be gone..

[Aurelius Tjin]

This is obviously one great post. The information are very insightful and helpful. Thanks for sharing all of these.

[b to b marketing]

This post was very helpful and to the point. Is interest in trade shows declining, or is attending just a bad idea for the small agencies and mid-size agencies?

[Jeffmakepeace]

Thanks for updating the software's features in this blog. But I could n't find out the comment option there so I am just dropping my comment in other one. Sorr for that. Thanks again.

[Jeff Makepeace]

though I m introvert but after going through your post, i was compelled to write and guess what did i liked it...well you bet..it really nice of you to have such good observation. thanks a lot.

[John Gillett]

Thanks for the trade show insights! I'd like to add that for a trade show to be truly valuable, attendees should take advantage of pre-show mailings and post show followup with prospects and clients.

[Trinket]

In many industries companies play follow the leader and figure they must go to the tradeshows no matter what. Just look at the boating industry where many spent their remaining budgets on tradeshows only to go out of business, they could have used this checklist!

[Leadsmarketer]

What is Lead Generation and what are different ways to get it?
for selling a software product or developing existing business. We at Leadsmarketer company looking forward to receive answers.

http://www.leadsmarketer.com/lead_generation_services.html

[Julie]

I use only one criteria when deciding whether to attend an event - what ROI did I receive last time. I assess this in three respects. How many sales did I generate? How many quality leads did I acquire? How effectively did I communicate key brands messages? The trick to making an informed decision then is measurement.

B2B research guru David Willan has written a useful article on measuring event ROI - Great tips Susan. Just two points I'd add . As well as measuring results in a financial sense for the CFO, measure results in terms of effectively communicating the desired messages. Ask yourself, by attending this event did we shift brand perceptions closer to our desired positioning? Secondly, use the event as an opportunity to gather competitive intelligence. Visit their stand, speak with their employees, try and meet their customers.

B2B research guru David Willan has written an interesting article and case study on measuring ROI from trade shows - B2B trade event article

[Julie]

I use only one criteria when deciding whether to attend an event - what ROI did I receive last time. I assess this in three respects. How many sales did I generate? How many quality leads did I acquire? How effectively did I communicate key brands messages? The trick to making an informed decision then is measurement.

B2B research guru David Willan has written a useful article on measuring event ROI -
- http://www.circle-research.com/b2b-marketing-research/case-studies/white-papers.php

[Jonathan]

Gorilla marketing in today's economy is everything, marketing to get through the recession!
If your interested in web optimization for your site, there is a free site for uploading video ads for your business, they also have image uploads if you are not yet up to videos. The more sites you can link to the greater your market will be. They have a free link exchange as well.

 http://adwido.com

[Trade Show Exhibit]

Thanks for this post

[Jeff w.]

Great info, very informative and helpful, I also checked out that adwido site, they have some great options for free, check them out!
http://adwido.com

[twitter.com/brooksperry]

Great points on reasons to attend or not attend.

[Promotional Products]

Having a clear objective and goals are an absolute necessity for any business attending a trade show. Even in slow economic times trade shows can still serve a purpose if the objectives are clearly thought out.

[Werbegeschenke]

Great post, superb stuff!! :-)