Advertising and Tradeshows – In A Recession???
Tradeshow attendance has been down this year anywhere from 10% – 30%, depending on the show, the industry and where you get your statistics from.? Why is this good news for you?? With less traffic at the show it will be easier for your business to get noticed by potential customers and distributors.? So, what’s the best way to get the most from your tradeshow dollars?
Book early!? Missed the deadline?? Contact the show organizers and see if you can take over space from a vendor who has canceled, at a reduced rate.? By negotiating with them (remember:? you’re helping THEM by filling an
empty space in a potentially high traffic area) you may be able to get other things in addition to a rate reduction – placement in promotional materials given to the press and attendees, updates to the conference website that lists your company in a new location, etc.? And don’t forget to send out a press release (or two or three!) telling your customers that you’re going to be at the show and where they can find you (include booth location and the conference website(s)).
Bonus Tip!
The best way we’ve found to really maximize your trade show investment is to look at the exhibitor and attendee lists several weeks BEFORE you are going to be there, and schedule meetings with key potential customers or vendors.? Tradeshows are a great way to get a good view on what your market is doing, what their needs are, etc. – all under one roof!
Action Step:
When you attend your next trade show, pay attention to the traffic flow, as well as the days and times of day that seem to be the “heaviest”.? Use these metrics to pick your first, second and third choice locations when attending trade shows.? If you want to go to a show that you have never attended, find other companies who have been there before you (look in old directories that should be available online or by asking the trade show organizing group); contact them and get their opinions.
