Do you have a well planned out marketing strategy? One that incorporates digital, social media, direct mail or print advertisements and the one platform that is most overlooked…..trade show exhibiting?
By definition, a good marketing strategy should be drawn from market research and focus on the right media mix in order to achieve the maximum profit potential and sustain the business. A well defined marketing strategy is the foundation of a broad and balanced marketing plan.
Now understandably, not all business owners or marketing departments for that matter, have the time or resources to conduct formal market research studies. But, the ones that do typically always agree that there is one form of marketing or outreach that absolutely makes financial sense….and that is the very targeted, interactive world of trade shows!
Think about it…….. You have a specific type of business that draws a specific type of consumer. Trade shows are the only medium that allows you to have an interactive, relevant presence with your very specific audience! And only your specific audience! You’re not spending money to reach the demographics that are not going to be your consumer because those folks are not there!
Where else can you achieve this? Companies spend millions of dollars on “targeted” electronic media. This is not a bad decision, in fact it is a smart decision to use this type of platform – but even with the demographic profile that a marketer can focus on, the interactive and relevant traits cannot be achieved to the degree that trade shows can deliver!
There is a trade show for EVERY kind of business, hobby, sport, professional association out there…you name it, there is a trade show out there for you! The powerful part is that, like attracts like, and your like -minded peers are found at these types of events! Your core target customer is milling around the trade show floor – here is your time to sell, network and gain new knowledge. Whatever your business need is (increase sales, develop new customers and markets, increase brand awareness or just for visibility and goodwill) you can achieve this at a trade show. Just as the name says…”trade” show…..your trade, your business, your type of show!
So how much of your marketing budget should be allocated to trade shows? There is not a cookie cutter percentage, as each business has individual needs and are in different places of business growth. However, if you have not attended a trade show, give it a try in 2017. If you have exhibited in the past, take what was successful and attend one or two more this year.
For assistance with finding trade shows that may be relevant to your business and developing a Branded strategy for successful exhibit environments give me a call or send me an email. We’re here to make your next convention participation a positive and dynamic success. Tracey Michels, National Accounts/Brand Manager, email@example.com, Las Vegas Expo Complete Show Services, 702-248-6200