How Effective Are Trade Shows in 2020?

How Effective Are Trade Shows in 2020?

Trade shows aren’t right for every business. 就像联盟营销或多元化营销并不适合每一个企业.

Event sales reps have to sell floor space, 有很多公司最后做的节目对他们的业务没有任何好处.

bt365体育网址都有过这样的经历, 你接到了一个兴奋的销售代表打来的电话,在你还没反应过来之前,你已经在毫不知情的情况下翻阅宣传册了.

All trade shows are effective, but it depends what you mean by effective. 积极的? 负? 无效的?

Trade shows will have a positive or a negative effect on your business; you just have to understand what those effects are so you can make an informed decision about whether to exhibit.

Move Over, The Digital Revolution is Here

The reputation of trade shows has been questioned in the past 10-20 years, 而且一种不必要的污名也将自己粘在了此类活动的可信度和投资回报率上.

另外, 自00年代和10年代出现数字营销以来,新的营销策略越来越受欢迎.

搜索引擎优化和社交媒体一直在推动这场革命, 由技术工具,如SEO软件和社交媒体调度支持.

随着营销人员和企业主传播这些方法和技术的好处, traditional marketing methods like trade shows, 电视广告和广告牌广告被认为是一种正在减少的和无关紧要的广告形式.

bt365体育网址进入20年代, 你可能会问自己,传统的营销方法是否仍然适用. 简言之,是的. They have their positives and negatives (which we’ll discuss), but they certainly aren’t going anywhere.

Digital marketing isn’t going anywhere either, 它可以提供更多的数据, 地理定位, enhanced reach and ROI measurement than trade shows.

But if the predictions of marketers from the last 15-20 years came true, bt365体育网址不会有任何贸易展.

贸易展览仍然是相关的,但你是否应该展出取决于某些因素.

The Signs a Trade Show Will Have a 积极的 Impact

The Signs a Trade Show Will Have a 积极的 Impact

1. 你想完成交易 & 获得领导地位

Unlike an unannounced call or cold email, people are expecting businesses to try to sell to them at a trade show. It’s why buyers go to trade shows.

 ‘81% of trade show attendees have buying authority.’

When you try to sell something over the phone, especially if it’s an outbound phone call, 你通常不了解他们的业务或他们是做什么的. So the person on the other line is automatically suspicious.

即使买家在展会上什么都没买,你仍然可以获得他们的详细信息,而且你有一条线索. 有经验的销售人员会知道要追踪哪些线索,从哪些线索中获取信息.

2. You Focus on Face-to-Face Communication

虽然bt365体育网址不想抨击数字营销,但它往往会给人一种冷的感觉.

Imagine if you never had human contact with people in your social life, 每次你和他们交流的时候,你都会通过短信应用和社交媒体和他们交流. You’d soon become a bit lonely and bored. We’re humans; we need physical interactions.

面对面的交流是了解一个人、了解他们的目标和挑战的最好方式, and trade shows provide you with an opportunity to get that information.

Here are three benefits of face-to-face communication:

  1. When you make a good impression at a trade show, people talk. And word-of-mouth marketing is the best form of marketing you can receive.
  2. You don’t have to go out and find your audience, 贸易展览供应商做了所有的工作,并为你提供了交流的机会.
  3. 让自己引人注目意味着使用你的产品或服务的人更容易接近你, and people always want to know more about the businesses they buy from.

3. You Have an Accompanying Digital Marketing Strategy

精明的展会参展商总是知道如何将传统营销和数字营销相结合. 无论是收集电子邮件地址还是在社交媒体上制造轰动, infusing the two is going to have a positive impact.

而在社交媒体上获得点赞并不能给你带来任何直接的销售或销售线索, 他们会在你周围. After the event, you can incorporate posts that will interest these people.

Email lists are a little more personal, 当你向别人询问信息时,你应该考虑如何接近他们. 确保你得到了人们的同意,并询问他们想要什么内容, 它会帮你排除猜测,并建议你不要向他们发送不相干的内容.

It’s good to have staff that are sales and marketing savvy on your team; they’ll know when to push for sales, when to get email addresses for and more importantly, 谁不想花很多时间在一起.

4. You Know What Your Competition Are Doing

当你参加一个贸易展览时,你将会看到你的对手在做什么. 他们的商业模式是什么? 他们关注的是什么? 他们的营销策略是什么?

如果你有这种心态,你就更有可能从你的展会上看到积极的效果. 你将能够发现你的竞争对手做的好事和坏事. Remember that you are independent of them, 你不会想要去复制他们所做的一切,成为他们业务的模仿者.

5. You Keep Current Customers Informed

大多数商业人士将贸易展视为创造新业务的机会,却没有将已经合作过的人包括在内. 巨大的错误.

Most communication is done via email or telephone calls nowadays, with the odd face-to-face meeting now and again. 

你应该好好利用这次面对面的会面. 你的客户可能没有在你的上一封邮件中签署新的协议或增加他们的订单能力.

+, 如果你们关系好, 这几乎不需要建立融洽的关系,你可以从一见到他们就开始加强关系.

6. You Want to Improve Brand Exposure

If you’re a startup or a niche business, 品牌曝光度至关重要, or maybe you’re a bigger business that’s had a rebrand. This is why a lot of businesses in competitive markets go to trade shows, so they can stop generalisation and show they’re different.

While trade show sales are great for business, trade shows are a long term investment, and people will work with you if they remember you. And that’s the key; you need to make your brand worth following.

This isn’t a ‘get the best stand and watch us grow’ mentality. 这是整体的. If you’re looking at the whole process, 规划, 执行, 跟进, your show will have a positive effect.

The Signs a Trade Show Will Have a 负/No Impact

The Signs a Trade Show Will Have a 负/No Impact

1. You Don’t Have the Capacity for More Customers

如果你已经有了足够的工作而你没有足够的劳动力来承担额外的工作, a trade show isn’t a good idea at that point. 如果你已经满员了, the desired effect shouldn’t be more business, it should be on stabilising or hiring.

2. 你不想成长

不能生长? 不想成长? Whether it’s in or out of your hands, trade shows are for businesses that want to grow and make more sales. 如果你对自己目前的职位感到满意,那么贸易展将是毫无意义的努力.

3. 你没有正确的员工

If you’re going to invest in a trade show you need to maximise ROI, 如果你不相信自己有足够的人手来做这件事,那么这可能只是浪费时间. 在贸易展会上创造商机和销售需要有经验的销售人员的技能,他们知道如何在面对面的环境中工作.

4. 你负担不起展览费用 

如果你不知道自己在做什么,贸易展的成本就会失控. If you can’t afford to do it well, don’t do it. You’re putting your business out there for all to see. 如果你穿得寒酸, 设计糟糕的展台和最便宜的团队,你可以在最后时刻凑到一起, you could end up hurting your business.

5. You Don’t Have Buy-In From Management

This applies to any form of marketing, if people don’t believe in your vision or plan, then you may as well screw it up and toss it in the bin. Management has to be willing to provide you with the resources you need to succeed; otherwise, the effectiveness of your trade show will be minimal.

6. The Trade Show Doesn’t Suit Your Business

Picking the right trade show is the key to having a positive effect, but sometimes businesses get it wrong. bt365体育网址最好的建议是定位, 考虑一下你销售的特定产品或服务,并在这个利基市场上寻找一个贸易展会. 虽然多面手活动的影响范围更广,但观众可能在寻找任何东西.

‘Trade shows may not make sense for every business. It may not fit their business model or growth plans. 或者,他们可能没有计划和执行战略的内部能力或技能.’

梅尔·怀特,经典展览

展会值得吗?

展会值得吗?

Only you know the answer to that question! 使用上述的标准,并考虑在这一点上,一个贸易展览是否对你是一个好主意. Even if it isn’t, it could be in 12-24 months. 

The main takeaway from this article is all trade shows are effective, whether they have a positive or negative impact depends on various factors.

If you do think a trade show is a good idea, 请与bt365体育网址联系, and we can help you plan your day.

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