Why Trade Shows Are Worthy Of Your Marketing Budget

Given unrealistic expectations against a modest budget, marketing leaders are routinely tasked with making trade-offs on what stays and goes in their annual budget. In a highly digitised world, trade shows might seem like the ancient way to do things, but they remain one of the best forums for exposure to customers. Increase your success rate with trade shows through more thoughtful planning that aligns sales and marketing to common goals and objectives.

- Ben Durst

Each new year seems to usher in more unrealistic expectations on sales and marketing leadership, accompanied by level or shrinking budgets. The question remains for companies of all sizes, are trade shows worth any of my time or budget?

The answer is simple; yes, they are worth it. They provide:

One of the few forums where you have prequalified leads all in one place

A chance to gain new customers and build relationships with existing ones

An opportunity to be around and in front of the buying decision teams for your customers

A chance to gain intelligence on the market and your competitors. You may be asking yourself, if that is the case, why do I keep coming back from trade shows unfulfilled? One way to prepare is by evaluating your capabilities.

The answer can be a multitude of things, but it usually involves three main factors:

1. Pre-Show Goals (Sales and Marketing Alignment): Sales and Marketing must be on the same page for the show to work. What are your goals for the show and how well prepared is your team on the ground for success?

2. Pre-Show Planning (Customer Involvement): Do your customers know you will be there? Will potential target customers know you will be there?

3. Post-Show Campaign (Outreach): You have names and leads, what are you doing about it? Somewhere within these three areas, there is a breakdown of communication, alignment, or a well-thought-out plan which ensures success.

So, how can you ensure success in your next trade show?

PRE-SHOW GOALS

Whether this is your biggest trade show of the year or it is a small regional event, your game plan has to be the same. This game plan comes from sales and marketing agreeing on the following:

Why are you going to this show?