Do you need ammunition for management to justify keeping or expanding your budget for trade shows or marketing events?  You know their fears of the stagnant economy, and you know how expensive trade shows can be.  Please read on.  There are strategies to participate smarter and provide measurable return on your trade show investment.

  We have enjoyed positive growth in the trade show and event industry since 2002 due to many factors: strong corporate profits, convention center expansion, low airfares, the need for training and education, low interest rates, and the continued activity of event marketing to reach buyers.  Recently we have seen a shift in the economy.  Flat growth for 2007 and 2008, with a forecast of economic uncertainty, has everyone looking at their marketing strategies closely.  Many companies are looking at no growth budgets for trade shows, and others are withdrawing funds to protect their bottom lines.  Everyone is searching for economical and effective communication to reach customers. 

Face to Face contacts with potential customers is the most effective way to influence your potential customers.  Trade shows and event marketing offer the opportunity to meet face to face with many prospective qualified customers all in one day and will accelerate the selling cycle.  You can match attendee needs with your ability to fill them.  Because adults are visual and experiential learners, exhibiting is a visual medium that allows your customers to view your products, graphics and collateral materials as well as experience the interactive dynamics of the exhibiting process through hands-on demonstrations.

Skyline has recently produced a white paper entitled “Successful Exhibiting Strategies in Uncertain Times” and has developed a checklist with 16 tactics to drive successful exhibiting.  I have included this valuable checklist to encourage your successful participation in trade shows.

Exhibiting Smarter

1. Make Trade Shows a Part of Your Integrated Marketing Communications Plan
2. Exhibit for the Right Reasons
3. Proactively Evaluate the Shows in Which You Participate
4. Evaluate the Space You Occupy Versus Your Objectives
5. Focus on the Objective: Reducing Your Cost of Ownership
6. Invest in Graphics
7. It’s the Quality of the Audience, Not the Quantity
8. Focus on Your Targeted Audience
9. Don’t Rely on Traditional Selling Techniques
10. Invest in a Motivated Staff
11. Recruit Management as Part of Your Exhibiting Team
12. Exhibiting is Not Just Collecting Names or Swiping Badges
13. Create a “Follow-up TEAM”
14. What is Your Measure of Success?  Measure the Results
15. Plan to Work the Show Every Moment the Show is Open
16. Think Bigger- Think Beyond the Trade Show Floor

You’ll reap greater results by targeting high-quality audiences and providing the right marketing materials and qualified staff to address the needs of prospective and current clientele.  Your measurable results will show how trade shows need to be an integral part of your successful marketing strategy. 

For a copy of “Successful Exhibiting Strategies in Uncertain Times” or other information please contact Skyline Metro Chicago at info@skylinemetrochicago.com